Back to school: the new brands that are driving the fashionsphere crazy

Nouvelles Marques

Expected first collection from a French influencer, trendy houses beloved by fashionistas, arrival in France of a workwear institution , favorite label of Danish Instagrammers … What are the new brands that are creating news in the fashionsphere? Small update.

Washington Dee-Cee

Veste en velours côtelé brodée Washington Dee-Cee

DNA: we cannot speak of a new brand strictly speaking, insofar as Washington Dee-Cee has been around for… 100 years! However, the institution of workwear straight from Tennessee offers a return of cool with a new touch, still inspired by ranch and rodeo life of course, but with the fashion guarantee of durable and luxurious Italian materials for pieces that last and an incomparable quality of finish.

In my basket: the perfect faded blue jeans (€255), raw denim overalls (€295), embroidered corduroy jacket (€720), white overalls (€330), black fringed leather jacket (€800), a printed white t-shirt (€95), a suede western shirt (€860) or even a cotton scarf (€120).

Collection to be found on their e-shop coming soon, and at Bonnie & Clyde in Boulogne-Billancourt.

Khaite NY

Veste en cuire verni Khaite

DNA: Ever since Katie Holmes and Jenny Walton walked around New York with their cashmere cardigan/bralette ensemble (one taupe, the other red), fashion pros have been asking for more. It must be said that Khaite , the chic label of Catherine Holstein , has something to electrify aficionadas of Jil Sander and others Joseph or Victoria Beckham, as its in-depth study of beautiful feminine basics has become a signature, like its incredible materials. .

In my basket: the famous bra combo (€520) and cashmere cardigan (€1,520), the perfect faded high-waisted jeans (€375), a dreamy tight dress (€970), a retro handbag (€1,850) or square -toed ankle boots (€880) or a patent leather jacket (€2,850). To be continued next winter: a selection of divine faux fur pieces .

Collection to be found on khaite.com


Cardigan à nouer et body flatteur en maille de chez Pujka

DNA: we no longer need to introduce Sabina Socol , whose looks frankly inspired by Brigitte Bardot stick to the stylistic whims of the moment focused on retro, retro, retro. The influencer with 821k subscribers has just launched Pujka , her rather mischievous clothing line, with a certain appeal for 90s cuts and prints. Evidenced by the lookbook of his second collection, which looks like taken from the moodboard costumes of Pretty Woman .

In my basket: a cardigan to tie in printed silk chiffon (€195), a flattering knitted bodysuit to slip under jeans (€195), a beautiful skirt in printed silk (€235) or the already signature Gardette dress reminiscent of the sixties (€235). Very few pieces for each drop, in order to stick to the brand's green ambitions and avoid waste.

Collection to be found on pujka.com

Djerf Avenue

Chemise noir en cupro Djerfavenue

DNA: the Swedish influencer Matilda Djerf continues to gather followers in France, where we already love her wow brushings worthy of Farrah Fawcett and especially her coloé look composed of minimalist basics twisted with colors and sexy cuts. The luminous Instagrammer launched Djerf Avenue , her ready-to-wear line inspired by the cool girls of the 90s.

In my basket: a cotton open-back dress (€99), a rainbow headband (€39), the perfect white patterned t-shirt (€75), boxer- cut striped shorts (€89) , a superb black cupro shirt (€139), a tube dress (€89) and even a berry print duvet cover (€99) and the matching pillowcase (€19).

Collection to be found on djerfavenue.com

House of Sunny

Cardigan surfer houseofsunny

The DNA: designed in their offices in East London, House of Sunny 's colorful and graphic clothes with feel good prints are 100% vegan and made in a globally responsible approach, with in particular the possibility of pre-ordering to avoid the waste (of time, energy, material, carbon footprint, etc.). Kendall Jenner is crazy about her signature knit dress and the brand has since become the new hobby of Gen 'Z and Danish fashionistas.

In my basket: available from us (necessarily) at Urban Outfitters , we grab a knit playsuit (€119), a surfer cardigan (€119), a small sunset print bag (€205), an oversized shirt (€109 €) or black and white patchwork trousers (€125). The new products are already available on their own site, but you will have to pay customs and delivery costs as a bonus (#thanksBrexit)...

Collection to be found on houseofsunny.co.uk


pull jacquart à plumes

The DNA: it has existed since 2008 in Spain, and yet the most glam and stylish brand of the Inditex group ( Zara , Bershka , Massimo Dutti , etc.) remains confidential in France, not having (yet) developed a network of stores there . Taken from a Latin word which means “ one and the other ”, Uterqüe is a bit like the accessible Gucci with wow patterns, inspiring color combinations and a universe that pushes you to go beyond your style, to make the effort to dare further in the mix and match.

In my basket: a red and pink gingham shirt dress (€150), a fuchsia jumpsuit (€199), a houndstooth bag (€129), a white suit waistcoat with gold buttons (€89), a purple and green houndstooth sweater (€89), denim pumps (€129), a black and white slip dress (€199) and even a feathered jacquard sweater (€99) or a superb printed blouse (€99).

Collection to be found on uterque.com

And also...


sneakers flashy à bouts pointus

DNA: ex-DA of Lanvin , the late Alber Elbaz remains one of the most influential creators of his generation. Incubated by the Richemont group , its brand new brand AZ Factory was on the program for the last haute couture fashion week. With prices ranging from €210 to €1,200, we find the stylist's signatures with sheath dresses, balloon skirts, bare shoulders and lots of fun, from XXS to XXXXL.

In my basket: a duchess blue double-breasted jacket (€620), maxi heart earrings (€250), a low- cut bodysuit (€280), flashy sneakers with pointed ends (€455), a barrette with rhinestones (€210 ), a fuchsia sheath dress (€990) and another asymmetric with a cartoon print (€595).

Collection to be found on www.azfactory.com

Ricky Regal

 pantalon de survêt’ jaune safran Lacoste

DNA: when the singer at the 11 Grammy Awards Bruno Mars launches into the undermining, it's a rush of battle among fashionistas. It must be said that his very first label Ricky Regal is as cool as his name. Before its big official launch, the musician begins with a graphic, silky and unisex collaboration with Lacoste , recently presented with great fanfare at the Galeries Lafayette on the Champs-Elysées .

In my basket: a flowing printed shirt (€200), psychedelic Bermuda shorts (€130), a velvet polo shirt (€180), logo tap shoes (€60), a tie-dye t-shirt (€90) and saffron yellow sweatpants (€150).

Collection to be found on www.lacoste.com

The Label Edition

blouse à carreaux et épaules volantées de chez thelabeledition

The DNA: based in Barcelona, the two founders of The Label Edition have imagined a desirable brand that is as eco-responsible as possible, using clean materials and limiting extended intermediaries. Results ? Striped blouses, ruffled sleeves or large collars and crazy cuts.

In my basket: a Liberty floral blouse (€275), a sleeveless denim jacket with shoulder pads (€280), a pink denim baggy (€195), a checked blouse with ruffled shoulders (€275) and a set crazy khaki to mismatch or not (€450).

Collection to be found on www.thelabeledition.com

Crush Collection

cardigan tabac en cachemire de chez crushcollection

The DNA: fluffy cashmere (machine washable at 30°: they have been washed beforehand and have therefore already shrunk in the machine!), pastel sets, pink, yellow, green... Taiwanese brand well known in Asia , Crush Collection has just dropped off its wardrobe in Paris with a whole new dedicated team. Its recent pop-up facing the garden of the Palais-Royal allowed Parisians to discover its soft and colorful universe, while waiting for the very soon launch of its e-shop scheduled for the end of March.

In my basket: a removable false collar (€99), a cashmere tobacco cardigan (€515), a yellow top (€210) and the matching skirt to make the whole set (€370), an incredible purple sweatshirt (€520) €) and a mint green cashmere cardigan (€540). For the moment, we order in DM on Instagram, and we go to collect everything in click & collect at the pop-up at the Joyce Gallery until March 30th .

Collection to be found on www.instagram.com/crushcollection

On horseback

Robe rouge à épaules dénudées de chez achevalpampa

DNA: head in Argentina, feet in Paris. Sofía Achaval de Montaigu and Lucila Sperber, the two South American creators of Àcheval , wanted to publicize the equestrian wardrobe of the Parisian-style gauchos with frankly elegant urban Amazon silhouettes, accessorized with large straight hats and riding boots.

In my basket: a beige blouse with a lace collar (€370), a pair of ultra-high waist button-up pants (€275), a red off-the-shoulder dress (€365) and a black corset tank top (€190).

Collection to be found on www.achevalpampa.com


maillot de bain marguerites de chez shopbalou

DNA: parts made locally in France, to order only and in responsible materials. Everything we love. Balu has just offered the world its beautiful seventies prints and its nostalgic “ end of vacation ” aura straight out of a 70's photo album.

In my basket: high waisted jeans with a pink print (€260), a pretty little yellow shirt dress (€250), a daisy swimsuit (€170), a bucket hat worthy of Las Vegas Parano (€98) and a small braided ribbon bag (€250).

Collection to be found on www.shopbalou.com


cardigan cerise shopcider

DNA: American teenagers are already crazy about this new Hong Kong label that dresses cool girls 2.0 with this 90's vibe based on air cans and fluffy materials. It must be said that the mini-priced pieces of the Cider label do not lack this audacity that we dared when young. And why not grab it again?

In my basket: an anise green shirt with a large collar (€22), a cherry cardigan (€29), heart-shaped trousers (€24), a top (€15) and cardigan (€30) set in checkered knit .

Collection to be found on www.shopcider.com


short caleçon en vichy de chez galbo

DNA: the two southern friends Pauline and Juliette were nurtured in sewing by the Provençal mothers of their families. Result, their pretty brand Galbo made in France is full of small nuggets easy to wear but original. The most successful? Summer sportswear pieces that make you want to chill in the sun.

In my basket: a fuchsia cardigan (€55), a sleeveless houndstooth sweater (€23), apple green gingham boxer shorts (€22), a terrycloth scrunchie (€8), a pants with slits (€30) or sweat shorts (€23).

Collection to be found on www.galbo.fr

Also discover La Samaritaine and The 5 back-to-school fashion obsessions .

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