A new wave of Parisian fashion brands is cropping up in London, offering shoppers a taste of French style without the need for a Eurostar ticket. While Sézane has long drawn queues outside its Notting Hill outpost, younger labels such as Ysé, Bobbies, and Agatha are now establishing a presence in the capital.
Ysé Opens on King's Road
Ysé, founded in 2012 by Clara Blocman, originally filled a gap in the French lingerie market for small-breasted women. The label has since expanded into playful swimwear and ready-to-wear for a wider range of body types. It is about to celebrate the one-year anniversary of its King's Road store. “We already had a loyal London-based community, so opening a store here felt very organic,” says Blocman. “We chose King’s Road because we wanted our first London address to be in one of the city’s most iconic shopping destinations. The atmosphere felt very aligned with Ysé: dynamic, elegant, and timeless, with a strong sense of style and personality.”
Bobbies Brings Parisian Footwear to Marylebone
The Parisian shoe brand Bobbies opened on Marylebone High Street in 2022. Its knee-high boots and patent kitten heels initially attracted French expats but soon drew in locals. Co-founder Antoine Bolze thinks the “less is more approach” of Parisian style appeals. “The idea is to build a wardrobe of timeless pieces, which can be mixed with more statement items to create a personal style that doesn’t simply follow trends, but stands the test of time,” he says. Bobbies’ recent collaboration with artist and Parisian muse Camille Yolaine features poppy red mule flats and icy blue wedges.
Agatha Jewellery Ships to UK
Agatha, a jewellery brand, started shipping to the UK towards the end of last year. According to chief executive Stéphane Delva, it has found success with London’s French community, who remember Agatha from their teenage years, and among Francophile fashion types looking for trend-led pieces at mid-point prices. “French style has always represented a certain effortless elegance that resonates strongly with Londoners and UK customers,” says Delva. “The Parisian aesthetic is often associated with understated sophistication: beautiful craftsmanship, attention to detail, and a sense of confidence that never feels overdone. I think UK customers are drawn to that balance of refinement and ease.”
The Appeal of French Style
Julia Restoin Roitfeld, creative director and daughter of former Vogue Paris editor-in-chief Carine Roitfeld, says: “It’s funny — I’ve just written a piece on Substack about how the word ‘chic’ has become so overused that it’s started to lose its meaning and substance. But we can’t deny that French fashion still has that effortless elegance. Maybe it’s because it never looks too try-hard? Maybe it’s the overuse of black and navy (which I love), the minimal use of accessories, or the way it manages to feel timeless, put-together, and practical all at once? “Lately, I’ve been living in jeans, black or navy jumpers or T-shirts, and my forever favourite Kina Mary Janes by Carel — whatever my day looks like — and I always feel quite put together in them. A little inspired by Catherine Deneuve in Belle de Jour, while running around town and the Tube.”
