When one thinks of French luxury fashion brands, the illustrious names of Hermès, Chanel, Louis Vuitton, or Dior often dominate the conversation. These iconic Maisons have, for decades, set the gold standard in the world of haute couture and luxury prêt-à-porter.
However, there is a new wave of designers and Maisons quietly making their mark on the fashion landscape. These brands, though lesser-known (and more “confidentielles”), are brimming with creativity, craftsmanship, and a fresh perspective on what French luxury means today. From the minimalist allure of Lemaire to the timeless elegance of AMI Paris and the avant-garde spirit of Marine Serre, today’s article unveils twelve of these hidden treasures that are reimagining and upholding the legacy of French fashion.
Keep scrolling to discover the next generation of French luxury brands that deserve a spotlight in your wardrobe.
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1. Pallas Paris
Pallas Paris, established in 1970 as a family business, has maintained the practice of “prêt-à-couture” (pieces crafted individually and finished by hand) for over half a century. Established in the heart of Paris’s historic garment district, the atelier, under the contemporary vision of Adrienne Smith, has transformed the traditional tuxedo (“Le Smoking”) into a versatile emblem of sophistication.
In 2015, the luxury Parisian label launched a Pallas collection of tuxedos and tuxedo-inspired pieces made entirely in Paris. Adrienne and her team, surrounded by a treasure trove of fabrics, tools, and vintage inspirations, are redefining the tuxedo, making it not just an evening or masculine attire but a symbol of empowerment, femininity, and timeless elegance suitable for any hour of the day.
2. AMI Paris
AMI Paris is one of my favorite French luxury brands! Founded in 2011 by Alexandre Mattiussi, a Parisian designer with rich experiences in several fashion houses, AMI Paris embodies the effortless elegance and nonchalance of the French capital. The brand, whose name “AMI” cleverly plays on both the French word for “friend” and Mattiussi’s initials, offers both men and women a blend of casual and chic wardrobes. Designed in the heart of Paris, AMI’s collections capture a unique, relaxed, and authentic vibe, seamlessly merging quality with the city’s innate sense of style.
3. Loulou Studio
Loulou Studio is one of my absolute favorite French luxury brands! Founded in 2019 by Chloé Harrouche, Loulou Studio epitomizes authentic French simplicity with a modern twist. Designed in Paris, the brand’s collections strike a harmonious balance: they’re soft yet powerful, minimalistic yet edgy, and effortlessly blend femininity with masculine undertones.
Chloé, with a decade of fashion consulting experience, draws inspiration from art, architecture, and the allure of Paris. Committed to quality and sustainability, Loulou Studio crafts its pieces from natural fabrics sourced from Europe and Mongolia, collaborating with artisan partners known for their eco-conscious practices and unique craftsmanship.
Lemaire is a Parisian luxury brand founded by the talented duo Christophe Lemaire and Sarah-Linh Tran. Renowned for its timeless and cosmopolitan style, the brand seamlessly blends sophisticated Parisian aesthetics with elements of traditional Asian clothing, workwear, and military attire.
90% of Lemaire’s wardrobe is produced in Europe, with the remainder crafted in Turkey and Morocco. Their exquisite bags and leather goods are the result of collaborative efforts with artisans in Spain and Italy, bringing innovative designs to life through traditional techniques. All collections are thoughtfully designed and developed in Paris’ historic Le Marais district, close to their flagship boutique on 1 rue Elzévir.
Founded in 1961 by André and Coqueline Courrèges, Courrèges is a Parisian fashion house that became emblematic of the 1960s, revolutionizing the fashion world with its miniskirts, white boots, and futuristic designs. André Courrèges, known for his modernist and futurist influences, championed the liberation of fashion, advocating for garments that allowed women’s bodies to be free and unharnessed.
Courrèges continues to honor its founder’s vision, crafting reedition clothing from conscious vinyl and drawing inspiration from its rich archives. The brand’s quality pieces, often adorned with the signature Courrèges logo, encapsulate a retro-futuristic aesthetic that remains timeless.
Coperni was founded in 2013 by the dynamic Parisian duo Sébastien Meyer and Arnaud Vaillant. Drawing from their experiences at esteemed houses like Balenciaga and Chanel, the brand showcases intricate embroidery techniques streamlined into sporty, neat silhouettes.
The brand’s name, inspired by the revolutionary astronomer Nicolaus Copernicus, reflects its forward-thinking approach and the designers’ fascination with the celestial. Meeting a decade ago in fashion school, Meyer’s background in design and Vaillant’s in business have harmoniously converged, leading to accolades like the ANDAM’s Creative Label Prize in 2014 and being a finalist for the LVMH Prize in 2015.
Founded in 2013 by the talented Marie-Christine Statz, Gauchère is a French prêt-à-porter house renowned for its fusion of formal and casual wear, exuding subversive and unique femininity. Drawing from her experiences in New York with fashion houses like Narciso Rodriguez and DVF and her specialized training in Haute-Couture at la Chambre Syndicale de la Couture Parisienne, Statz crafts intentionally minimal silhouettes that emphasize clean tailoring.
Founded in 1925 by the visionary Marcel Rochas at the young age of 23, Rochas has been a symbol of Parisian elegance and style. Pioneering a fresh approach to fashion, Rochas introduced timeless classics such as the basque and the mermaid evening gown, always emphasizing elegance, simplicity, and youth. Beyond clothing, Rochas also ventured into perfumery, creating iconic scents inspired by love and nature, like Femme in 1943 (which I absolutely love), Madame Rochas in 1960, Eau de Rochas in 1970, and Tocade in 1994.
The brand’s legacy of haute couture combined with art and culture has been rejuvenated under the direction of Charles de Vilmorin (since 2021), who continues to infuse the brand with a blend of heritage and modernity.
9. Marine Serre
Marine Serre, a Paris-based brand founded by the eponymous designer in 2017, has rapidly gained acclaim for its innovative fusion of sportswear, couture, and cultural motifs, most notably the signature crescent moon print. Born in Corrèze, France, Serre’s early passion for tennis transitioned into fashion, influenced by her vintage-collecting grandfather.
After refining her craft at prestigious houses like Alexander McQueen, Maison Margiela, Dior, and Balenciaga, Serre launched her own label, capturing the industry’s attention with her “Radical Call for Love” collection, which earned her the LVMH Prize. Her designs, showcased at Paris Fashion Week, are celebrated for their forward-thinking approach, blending technology with sustainability. By utilizing recycled fabrics, including old jeans and bedsheets, Serre emphasizes quality and environmental consciousness.
Founded in 1914 by the visionary Jean Patou, the Parisian house of Patou has been a symbol of innovation and elegance in the fashion world. Patou, a pioneer of the Roaring Twenties, revolutionized women’s fashion by introducing sportswear—inspired designs and liberating the female silhouette. Over the decades, the brand has been helmed by some of the biggest names in fashion, such as Marc Bohan, Karl Lagerfeld, and Christian Lacroix.
Today, under the artistic direction of Guillaume Henry, Patou continues its legacy from its headquarters on the Ile de la Cité in the heart of Paris. Drawing inspiration from the city’s vibrant culture and Patou’s rich heritage, Henry crafts collections that are both delicate and modern. With a commitment to quality and craftsmanship, Patou’s designs remain easy to wear yet unforgettable.
Established in 1964 by Tunisian designer Azzedine Alaïa, Maison Alaïa popularised the stretchy body-conscious silhouette, accentuating the bust and cinching in waists, earning Alaïa the nickname “King of Cling.” Established in Paris, the fashion house is celebrated for its impeccable craftsmanship and a deep understanding of the female body, thanks to Alaïa’s background in sculpture and his tenure with fashion giants like Christian Dior and Thierry Mugler.
Today, the ateliers of Maison Alaïa continue to honor its founder’s vision, crafting timeless pieces that blend innovation with tradition and exude both allure and comfort. With a commitment to quality, the brand’s creations are a tribute to universal femininity, seamlessly transitioning from day to evening.
12. Alexandre Vauthier
Founded in 2009 by the eponymous designer Alexandre Vauthier, the Maison rapidly established itself as a symbol of French luxury couture. Drawing inspiration from his travels, notably to Japan and the United States, Vauthier’s designs are a blend of precision cuts and reinvented volumes, exuding a radical yet sensual elegance.
The Maison’s commitment to craftsmanship is evident in its collaborations with renowned French artisans, from Lesage embroidery to Lemarié feathers. Since 2014, the Maison has held a prestigious position as the 14th member of the Chambre Syndicale de la Haute-Couture, further solidifying its place in the annals of high fashion.
Leonce is the founder and editor of Leonce Chenal, a lifestyle platform launched in 2018. Originally from France, Leonce offers a fresh perspective that comes from her experience at top tech companies in Paris and London. Having spent several years in Paris and now residing in Amsterdam, she combines her professional expertise with a personal passion for French and Parisian styles. Leonce is committed to guiding her readers through the intricacies of Parisian chic, empowering them to embrace the elegance and sophistication of French style.