Photo: © Instagram @gabriellecaunesil
Les médias de la mode sont obsédés par les Françaises. Vous pouvez trouver en ligne une douzaine d’articles sur comment s’habiller comme une française, comment acheter des produits pour les soins de la peau comme une française, ou bien comment se coiffer comme une française. Probablement un étranger décrira une française comme une femme avec le rouge à lèvre rouge, la frange, le T-shirt à rayures, le blazer oversized ou encore le pantalon taille haute. Vous aussi avez pensé à Jane Birkin (qui en fait est anglaise), Caroline de Maigret ou Jeanne Damas ? En 2014 Caroline de Maigret, l’ancienne mannequin française, avec ses 3 copines a écrit le livre « How to be Parisian : Wherever you are ». Le livre a eu énormément de succès. Il a été écrit en anglais et été traduit en plus de 30 langues, mais il n’a jamais été traduit en français. Devinez pourquoi ?
Mais d’où vient cette obsession avec les Fançaises ?
D’après l’historienne de mode E.P Cutler, l’obsession pour le style français par les Américaines a commencé en 1940, quand les Américains étaient stationnés en France. « Paris était occupée, et c’est à ce moment-là que les Américains ont eu l’occasion d’observer les Français et les Françaises, de réellement comprendre leur sens de la mode en fait, et de voir à quel point elle était différente ». Quelques années plus tard, Carmel Snow, rédactrice en chef du Harper’s Bazaar dans les années 1950 – a grandement contribué à faire connaître la mode française aux Etats-Unis. « Quand Dior lance son New Look en 1947, ça l’a rendue dingue. Elle était fascinée. Et c’était essentiel qu’une personnalité de renom rétablisse un designer français sur le devant de la scène. C’est comme ça que l’idée a été vendue et achetée par les Américaines, » E.P Cutler dit dans un interview avec Refinery29.
Les marques qui promeuvent le style de “la française”
Avec le développement d’Instagram, des collections capsules et du rôle des influenceurs, nous assistons à la création de nouvelles marques, qui promeuvent le style de “la française“. Leurs collections sont décontractées et en même temps chics, tendances et en même temps intemporelles. Ces marques ont autre chose en commun : le prix. Il est plus élevé, par rapport au prix des marques proposant de la fast fashion, bien que la production ne soit pas nécessairement faite en France ou en Europe. En plus, vous auriez du mal à trouver ces produits en soldes.
Créée en 2013 par Morgane Sézalory, Sézane est la première marque de mode française née en ligne. C’est surtout le fruit d’une obsession de proposer les plus jolies créations au prix le plus juste, conçues pour durer et se transmettre.
Lancée en avril 2016, c’est la marque des coupes ensoleillées, des tailles enlacées et des motifs inspirés. Une marque pour les femmes faites par des femmes, qui mêle spontanéité et savoir-faire. Rouje, c’est la nonchalance parisienne, le chic féminin, le charme rétro et la dégaine inimitable. Des pièces essentielles, désinvoltes, intemporelles et canon.
Créé en 2015, Make My Lemonade est la première enseigne qui propose une mode Do It Yourself. Le concept ? Des vêtements en édition limitée à faire soi-même ou à acheter tout prêts. Chaque collection est une nouvelle histoire, qui vous emmène dans un univers différent. Make My Lemonade, c’est également une histoire de confiance. C’est aussi une histoire d’instincts et d’émotions qui inspirent les collections. Pour des silhouettes affirmées et décomplexées, séduisantes tout en restant confortables.
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