French fashion is having a major moment with young people. Brands like Sézane, Patou, and Ami are gaining attention from young people who are just discovering “French-girl fashion” and its effortlessly cool aesthetic. But this isn’t about chasing new trends—young consumers are now drawn to timeless, well-made pieces that outlast fast fashion. Unlike the flashier, logo-heavy styles of the past, these brands are now known for their quality craftmanship. They’re also especially popular on resale platforms, where young shoppers can find discontinued, limited-edition, or sold-out pieces. In fact, one brand, Le Tanneur, saw a huge 483% increase in searches on Poshmark for the brand year over year in December. The popular Agnés B. cardigans also went up in searches, largely driven by Gen Z, according to Poshmark’s head of merchandising. And the increase isn’t coming from pushy marketing, either. Consumers are purposefully seeking out their favorite French brands online, searching for the current “it-girl” fashion pieces for their wardrobe. (Vogue)
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