Summer is finally here and that means it’s time to talk about summer fashion. Unlike the dreary, somber winter months, summer is when Parisians pull out the colors, the prints, and the patterns. We’ve already covered the bright, color-happy, and print-obsessed Make My Lemonade, but here are a few more French brands that are perfect for summer dressing:
JOUR/NÉ is is devoted to “the urban, active, and resolutely modern woman,” creating outfits that are both aesthetic and practical, creative and simple. Each piece is carefully considered, with features such as multiple pockets, invisible zips, and magnetized closures.
JOUR/NÉ consistently offers unique, asymmetrical designs, as well as lust-worthy prints such as their exclusive ‘Mediterranean Sun’. JOUR/NÉ collaborates with, and utilizes, the expertise of the best craftspeople in Europe in the selection of their materials and manufacturing processes. Their signature piece? The JOUR t-shirt. You can find JOUR/NÉ at Le Bon Marché and online.
I stumbled across Soi Paris at their pop-up store at La Fameuse in Montmartre. Soi is a clothing brand founded by sisters Julia and Aurélie. Soi describes itself as a brand created for “every woman’s secret and intimate self”.
Julia is in charge of designing colorful ‘print stories’ that are perfect for the summer months. Each collection is called a ‘chapter’ and each garment has meaning, and takes inspiration from the world the world around us. They are created using high-quality, soft fabrics and materials, such as silk and linen.
The garments are simply cut and easy to wear, so as to not distract from their distinctive, quirky prints. Julia and Aurélie create comfortable clothes reflective of who they are: “fun-loving, modern, feminine, daring.”
The best part? You can create your own customized prints, too. Work with the pair to tell your story through a print, with the option to feature it on a scarf, bag, or anything else. Find their millennial pink store in the 3rd arrondissement.
Rouje was created by Parisian entrepreneur and influencer, Jeanne Damas. Rouje is a brand “for girls who apply lipstick with their fingers, who finish barefoot at midnight because they have danced too much, who pull up their skirts to brown their legs on the terrace, who eat fries and drink red wine, who cherish prints and rummage in the cupboards of their grandmother.”
Rouje creates summery, feminine, retro clothing. Above all, it’s a brand for women made by women. You can find Rouje at Galeries Lafayette Champs-Elysées and online.
You can’t talk about French fashion and not talk about French lingerie, and you can’t talk about summer and not talk about swimwear. Ysé is a lingerie and swimwear brand that, like Rouje, is created by women for women. They first caught my eye with their beautifully inclusive, body-positive, and non-retouched advertising (something Make My Lemonade is also great at).
Ysé creates bras that remain true to the wearer, without padding or moulded cups. They strive to make every model as comfortable as it is flattering, utilizing a tailor-made approach to guarantee a perfect fit. For the second season now, Ysé has partnered with cult fashion brand Sézane for a “sexy and French” swimwear collaboration.
Ysé aims to produce transparently and responsibly. Their models feature Calais lace, Austrian embroidery, and Italian microfiber, with high-quality materials and fabrics coming from esteemed French and European houses.
All models are designed in Paris, developed and fitted in France, and manufactured in Morocco and Tunisia. There are Ysé stores in the 3rd arrondissement, the 16th arrondissement, and they’re also stocked at Le Bon Marché.
NOO is another French underwear and swimwear brand co-founded by two young women, Anaïs and Elissa. While the focus is on underwear and swimwear, they also offer ready-to-wear, leisurewear, and activewear.
NOO aims to provide underwear and swimwear outside of the sexy or sporty options that have been offered to women before. Instead, they see their undergarments as true style accessories, that women want to wear and that embody the wearer.
NOO focuses on using quality, eco-friendly European materials. They work with an environmentally friendly factory in Tunisia where they ensure employee working conditions, and they aim to limit waste and turn to cleaner packaging. The NOO boutique is located in the 3rd arrondissement
- Looking for homewares? Check out Paris’ new IKEA.
- If you’re shopping for little ones, we round up Paris’ best baby stores.
- Too intimidated for luxury shopping? Read our tips.
Written by Ali Postma for HiP Paris. Looking to travel? Check out Haven In for a fabulous vacation rental in Paris, France or Italy. Looking to rent long-term or buy in France or Italy? Ask us! We can connect you to our trusted providers for amazing service and rates.