L’Oéil, Réalisation, Totême, Marais … parlez-vous Français? Even if you don’t, you’d be forgiven for thinking we just rattled off a list of French brands—but non! Not one of the aforementioned fashion labels hails from the land of croissants and Christian Dior.
Like their style, their food, and their laissez-faire attitude toward life and fitness, French names are a quality the rest of the world can’t seem to help but covet, and there’s nothing preventing a non-French brand from adopting one—which can be a little confusing, even for those of us who do this for a living. While the phenomenon is hardly new—Comme des Garçons, for one, is based in Tokyo—this year seemed to be an especially big one for indie brands with faux-French roots.
One of them, Loéil, an e-commerce shop that’s become an editor favorite in recent months, sounds French enough—like trompe-l’œil, right? But the lack of apostrophe, as well as the fact that the website URL—theloeil.com—would translate to “the the eye” in French, was a pretty strong tip-off to the fact that no, they are in fact based in Korea. (That said, Vetements, a Paris-based brand, also dropped the circumflex in their name from the original French vêtements, which means clothing.)
Fashionista investigated this naming phenomenon last year, and—perhaps unsurprisingly—found that most labels choose Gallic-sounding names for the caché they’re thought to lend to the brand. After all, Flying Roof might sound like a kind of kooky name for your fashion line, but Toit Volant? Now we’re talking.
Ahead, get to know—and shop—ten of our favorite faux-French brands in fashion right now.
Loéil
Where they’re actually from: South Korea and Los Angeles
What they do: Affordable takes on high-fashion silhouettes—think Zara, but online-only and still pretty under-the-radar.
Abbey Top, $68; at Loéil
Amalfi Knotted Slides, $82; at Loéil
Costello Shirt, $112; at Loéil
Marais USA
Where they’re actually from: Los Angeles (did the “USA” give it away?)
What they do: Candy-colored suede slides, block-heel sandals, and strappy mules (otherwise known as the shoes you’ve seen every cool girl on Instagram wearing this summer).
Jardin Heel, $198; at Marais USA
Trois
Where they're actually from: Los Angeles
What they do: A modern version of a '90s hot-girl wardrobe; fittingly, each piece is named after a supermodel from the decade.
Banks Tank, $125; at Trois
Alek Dress, $215; at Trois
Raica Top, $135; at Trois
Être Cécile
Where they’re actually from: London by way of Australia (founder Yasmin Sewell grew up near Sydney)
What they do: Tees and sweatshirts with tongue-in-cheek Franglais phrases like “Tres High” and “Presque Parisienne,” plus plenty of denim to pair them with.
Big C Floral Boyfriend Sweatshirt, $77.90 (was $129.84); at Être Cécile
Totême
Where they’re actually from: New York by way of Sweden (founders Elin Kling and Karl Lindman hail from Stockholm)
What they do: Sophisticated, minimalist clothing for the chic world traveller.
Trento Short Sleeve, $108 (was $180); at Totême
Khalifa Scarf, $204; at Totême
Havana Dress, $240 (was $400); at Totême
Loup
Where they’re actually from: New York City
What they do: Easy, super-wearable pieces inspired by your favorite French style icons (Jane Birkin, Brigitte Bardot, Françoise Hardy, et. al).
Denim Kara Dress, $163; at Loup
Pink Sabrina Pants, $154; at Loup
White Edie Worksuit, $180; at Loup
Réalisation
Where they're actually from: Australia
What they do: Perfect leggy party dresses and '90s-inspired separates.
The Goldie Dress, $195; at Réalisation
Fete
Where they're actually from: Los Angeles
What they do: Ultrafemme loungewear and intimates for girls who refuse to grow up.
Palais Pants, $156; at Fete
Valley Babydoll, $88; at Fete
Dauphine Bustier, $78; at Fete, and Shorty, $68; at Fete
Toit Volant
Where they're actually from: Los Angeles
What they do: Classic wardrobe staples with that little something extra—added volume, an unexpected ruffle, a layered neckline.
Verona Dress, $232.50; at Toit Volant
Pas de Calais
Where they're actually from: Tokyo, Japan
What they do: Off-duty luxury for the detail-oriented and trend-averse.
Pas de Calais Chiffon Dress, $615; at Barneys New York
