French entrēe: Meet France's first online only retailer Sezane

France’s first online-only retailer, Sézane, is bringing its affordable take on contemporary Parisian style to the UK market

Brigitte Bardot, Françoise Hardy and Carine Roitfeld are just a few Gallic go-tos for shoppers in search of that particularly Parisian, insouciant sense of style.

While Céline would be the destination of choice to emulate the look in true French manner, few have the budget to afford such luxury labels. The phrase “Let them eat cake” springs to mind when thinking of those zero-festooned pricetags on the Avenue Montaigne.

Those prices, however, are about quality rather than just fancy labelling. It’s a philosophy – let’s call it “Expensiv-tentialism” – that extends all the way down to le high street. Think of the string of premium brands brokering Continental chic: Sandro, Claudie Pierlot, The Kooples.

There are also mail-order companies like LaRedoute and 3 Suisses, which have collaborated with French fashion’s finest, such as Christian Lacroix and Azzedine Alaïa. The latter even created a high-fashion collection inspired by the checkered awnings of hyper-low-cost clothing store Tati.

New to the accessible Gallic marketplace is Sézane, the country’s first online-only retail concept . While the UK has embraced online shopping, it remains a novelty in France, where shoppers prefer the traditional bricks and mortar concept.

Sézane’s website is now open in the UK. Its key selling point is accessibility, with prices starting at £35 and nothing costing more than £200. Collections work on a bi-annual basis with two seasonal ready-to-wear offerings plus a once‑a-month drop of limited edition pieces.

It’s the brainchild of Morgane Sézalory, who began her retail career buying and selling vintage garments before designing her own pieces. Sézalory acknowledges the power of social media and credits Sézane’s influence to the rapid growth of the site. “We’ve grown exceptionally quickly thanks to our loyal customers, who are quick to share their Sézane purchases on social media.”

The emphasis of the brand’s collections is on wearability; the styles are in the most inherently classic pieces, but there’s no skimping on quality and detail. A simple white silk blouse comes adorned with a Seventies-style floral print; a navy shift dress is cut slightly oversized with front pockets for a slight Sixties feel.

For those after a more literal take on the Parisian look, there are of course some quintessential French pieces – such as the ubiquitous Breton. Picture-perfect Parisian, even if you’re wearing it in Peckham.