by Aimie Lee
In both 2023 and 2024, we’re seeing French names like Ami Paris, Jacquemus, and Courrèges alongside Korean brands such as Ader Error, Gentle Monster, and Low Classic redefining basics with a hypercharged edge. As consumers go all-in on foundational pieces, minimalism is on the rise, but not without a twist. Brands dialing up the basics are staking their claim—and it’s clear they’re winning.
French brands speak in an effortless, iconic dialect—a “Parisian chic” that is timeless. Meanwhile, Korean brands draw on street style with an eclectic twist, merging high-impact design with experimentation. Yet, both are unified by an avant-garde pull that appeals to those craving edge without compromising elegance.
In France, “effortless” is more than style—it’s a cultural export. Brands play up this enviable cool, crafting an image that feels just out of reach yet universally alluring. It’s aspirational, but always just accessible enough for those chasing the Parisian mystique.
Across the globe, Korean brands are harnessing a rising fascination with Seoul’s style scene. These brands know the pulse of the Korean market—edgy, dynamic, and unapologetically bold—creating basics that feel novel in the West. As demand spikes, Korean staples with an attitude are reshaping wardrobes internationally.
In both spaces, retail is becoming experiential, not just limited to brick-and-mortar transactions. Take French brand Byredo or Korean brand Tamburins: scent isn’t sold; it’s staged. Stores are morphing into art spaces, presenting luxury as an experience to be absorbed, not just worn.
Korean brand Gentle Monster is rewriting the rules. Transcending stores; each retail space becoming an art installation, a space where imagination meets commerce. These gallery-like spaces are daring, and pushing boundaries—less restrained than the understated elegance found in France but equally captivating in their own right.
Shared Characteristics of Rising Brands
Essentials with An Eccentric Touch – Courrèges & Low Classic
Courrèges and Low Classic bring a fresh, avant-garde energy to classics—the trench, the bomber, the mini—all reimagined with a twist. Their collections go beyond the essentials, with asymmetrical tanks, cutout tops, and midi skirts quirky details.
Both brands embody refined rebellion, delivering ready-to-wear that is minimalist but anything but conventional. Designed for the urban life of Paris and Seoul, their pieces fuse femininity with a utilitarian edge. Basic pieces—from a $200 cutout shirts to $400 asymmetrical collar tops—come with something extra, making it an investment that will last season after season.
Limited-Edition and Capsule Collections – Salomon & Gentle Monster
French and Korean brands employ limited-edition and capsule drops as a strategy to create scarcity and drive demand. The success behind such strategies largely come from blending exclusivity, design, and cultural relevance that resonate strongly with modern consumers. Two brands that successfully created hype by collaborating with Margiela this year include Salomon and Gentle Monster.
Salomon started as a performance brand focused on outdoor sports such as skiing and trail running. In recent years however, it has transcended outdoor roots to gain a major foothold in streetwear. Strategic collaborations and limited-edition releases that blend functionality with fashion are key drivers behind the brand’s transformation. The latest fall 2024 collection of Margiela and Salomon split into Gore-Tex and Seamless. The MM6 design team has reinvented Salomon staples, giving the classics an urban makeover.
In a similar vein, earlier this year in March, Gentle Monster partnered up with Margiela for a second release of limited edition shades. Now a collectors item, the Maison Margiela x Gentle Monster collaboration includes meticulously handcrafted futuristic frames. With larger than life interactive art installations inspired by science fiction and technology, Gentle Monster created surreal and otherworldly retail experiences for the launch of the collaboration. This unique approach to retail not only generates buzz but also caters to the desire for exclusivity, especially amongst Gen Z, who view limited drops as an opportunity to own something unique and buy into the “iykyk” culture.
Strong Brand Identity and Storytelling – Jacquemus & Ader Error
In the world of brand storytelling, Jacquemus stands out as a masterclass in creating a cohesive, recognizable identity. Jacquemus’ strong founder-driven narrative showcases the brands’ roots and aesthetic vision. Founded by Simon Porte Jacquemus, the brand is built around a deeply personal narrative that combines the warmth of southern France with a playful, feminine minimalism. Jacquemus doesn’t just sell clothes; it sells a mood, a lifestyle, a vision of sun-drenched romance. This adds a layer of cultural nuance, allowing followers to engage with the brand on an emotional level. Every campaign feels like an invitation to step into Simon’s world—one marked by carefree silhouettes and unmistakable French flair. Jacquemus’ marketing is all about emotion and escapism, drawing audiences into a story that is as much about feeling as it is about fashion.
Ader Error, by contrast, has taken a very different path in storytelling—one that embraces the ambiguous and avant-garde. Where Jacquemus crafts a personal universe, Ader Error disrupts and deconstructs, finding beauty in the experimental and unconventional. Rooted in the youth culture of Seoul, Ader Error tells its story through surrealism, distortion, and humor. Their campaigns often feel more like abstract art than traditional fashion narratives, blending everyday objects with the unexpected. They play with asymmetry, exaggerated proportions, and a color palette that feels as intentional as it is inventive. Ader Error’s storytelling narrative invites the viewer to interpret, question, and engage with the brand on their own terms. This approach has carved out a niche among consumers. Both Jacquemus and Ader Error succeed in brand-building through storytelling, but their approach couldn’t be more different. This goes to show that while there isn’t a single formula for success, an authentic, well-defined identity is key—whether it’s the nostalgic, romance of Jacquemus or the innovative, eccentric world of Ader Error.
Both French and Korean brands discussed above have a compelling brand story that resonate with customers. Ami Paris, Jacquemus, and Byredo, for example, emphasize personal narratives in their brand identities—Ami Paris’s Alexandre Mattiussi presents accessible luxury through a Parisian lens, Jacquemus evokes the rustic romance of the French countryside, and Byredo builds on founder Ben Gorham’s multicultural background to create unique scents.
Similarly, Korean brands like Gentle Monster and Ader Error anchor themselves in storytelling, albeit with a more experimental twist. Gentle Monster isn’t just about eyewear; it’s about the experience, evoking surrealism and avant-garde themes in their designs and store setups. Ader Error presents itself as a creative collective, giving the brand an aura of exclusivity and contemporary relevance.
The appeal of these French and Korean brands can be found in their ability to balance innovation with authenticity, creating products and brand experiences that resonate deeply with modern day consumers. Paving the way in today’s retail industry, brand success comes down to brand identity, unique product assortment, and aspirational and exclusive experiences. While their approaches differ in reflection of their respective cultures, these brands are united in their vision of modern luxury that is accessible, innovative, and deeply personal.
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