Gen Z is bringing new attention to lesser-known French luxury brands. You probably haven’t heard of Agnès B., Charvet, Le Tanneur, or Sézanne, and for good reasons: these French luxury brands aren’t making much noise compared to giants like LV and Dior. (Agnes B. doesn’t have an advertising budget, while Charvet isn’t even on social media!) And yet, these brands are currently gaining popularity among young gens. Secondhand shopping platforms and TikTok have helped these brands become more accessible to a broader audience outside of France—searches for Le Tanneur went up 483% last year on Poshmark alone. Fashion experts think this new surge in demand is driven by nostalgia and an interest in timeless, quality pieces—remember how this gen fuelled the “quiet luxury” trend? (Vogue)
👀 Read more from YPulse: These Are The 10 Luxury Brands European Gen Z Most Want To Own
