The Best French Fashion Brands for Summer

by Ali Postma

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: 

A summer shirt-dress outfit (left). A woman with short hair from the back, wearing a colorful orange-patterned silk scarf (right) by French fashion brand JOUR/NE.
Top and above: JOUR/NÉ


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.

A stripy 'Bonjour' long-sleeved t-shirt worn by a woman walking on Deauville beach (left). A woman wearing a white outfit and platform shoes stretched out on a curved lounger close to a concrete structure with a town in the background (right), both from French fashion brand JOUR/NE.

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.

A young woman wearing a retro African-print dark red and white trouser and jacket outfit with a vintage t-shirt and retro white sunglasses (left). A woman with blue curlers in her hair lies on a blue fluted velvet couch with her feet up and she wears a short navy dress (right). Both outfits are from French fashion brand JOUR/NE.

Soi Paris

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”.

The pink store front of French fashion brand we love, Soi, in Paris.
Soi Paris – Ali Postma

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.

A woman wears a red and white seashell themed swimsuit as she lies down by a blue pool (left). A woman seen from the back wears a long heart-print summer dress and raises her arms as she walks through red flower fields (right). Both outfits are from one of our favorite fashion brands Soi Paris.
Soi Paris

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.”

A woman sits on the edge of the fountain at Jardin des Tuileries in Paris wearing a printed cream shirt and beige trousers (left). A woman walks through the cobblestone streets of Paris wearing a deep green knee-length dress and orange open-toed mules (right). Both outfits are from one of our favorite fashion brands Soi Paris.
Soi Paris

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.

A woman wearing a polka dot white shirt and long polka dot skirt from influencer Jeanne Damas' French fashion brand Rouje, bending down to look at flowers at a market in Paris (left). The same woman wearing a white polka dot vest and long black polka dot skirt, sitting on an old wooden bench in the courtyard outside her apartment in Paris.
Soi Paris


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.

A woman lying on a beach, Italian newspaper open as she reads it and wears a black swimsuit from Jeanne Damas' French brand Rouje.


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).

A woman wearing a matching bra and underwear with black knee-high socks from French fashion brand Ysé, lying on a bed.

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.

A woman wearing a white body by French fashion brand Ysé (left). A woman wearing an Ysé chequered retro swimsuit on a beach (right).

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.

A woman on a beach wearing a strapless bikini top with a pale blue shirt off the shoulder (left). The same woman sitting on the rocks close to the water wearing a cross-back one-piece swimsuit and holding a straw handbag by French fashion brand Ysé (right).

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.

A woman about to take off a cozy  cross-over cream cardigan as she sits on the beach (left). A woman wearing latch red underwear, lying on a couch, by French fashion brand Ysé (right).


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.

A woman walking through a tropical garden and wearing a pink and black leopard print long vest top and matching short shorts (left). A woman seen from the back as she strolls an exotic garden wearing a bikini by French fashion brand NOO (right).

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. 

A woman in NOO underwear applying lip balm in the mirror of a bathroom (left). A woman climbing the stairs from a ricky beach wearing a flower-print red dress (right).

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

Related Links

  • 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.
Influencer Jeanne Damas enjoying the sunshine as she sits in a courtyard wearing sunglasses, a summer outfit and espadrilles from her fashion brand Rouje (left). Two friends riding in a convertible with the top down as they set off into the summer sunset on vacation (right).

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.

Written By

Ali Postma

Ali is from Melbourne, Australia, where she studied Art History and Art Curatorship at university and worked in various art galleries. Passionate about all things arts and culture, she loves French film, Nordic noir, photography, street art and architecture. Addicted to pain au chocolat, Ali is fulfilling her dream of living in Paris. View Ali Postma's Website

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