NEW YORK, Dec 1 — Fashion is nothing if not cyclical... with one exception: French-style chic. For decades, this style has been admired — and copied — around the world, particularly in the United States where it counts fans of all ages and demographics. The phenomenon is now even more widespread, having found a community of proponents on social networks and generating billions of views on TikTok.

The only people who aren’t passionate about the French "classics” of style may, paradoxically, be the French. Indeed, the concept of the French lifestyle has seduced onlookers across the world, but perhaps most markedly in the United States where men and women profess their admiration, and even envy, for the effortless chic for which French women are known. A little goes a long way, it seems. This idea has been reinforced in recent months by a return to basics, to simple clothes that, when given a twist à la française, make all the difference.

And this trend has not gone unnoticed on social networks, where younger generations are starting to become interested in taking a closer look at this unique style that characterises French women. Simple, basic. The two watchwords of their wardrobes, suggesting that other cultures don’t emphasise the basics in their ways of dressing. Often copied, rarely equaled? Much of the content seeks to co-opt the je ne sais quoi style tenets of this timeless style, which seems to have only fans, no detractors, on Generation Z’s favourite social network. Ample material for the legend to live on indefinitely.

15 billion views

There are so many hashtags associated with French style on the Chinese social network that it is nearly impossible to calculate the number of views generated by the trend. However, the most popular terms are obviously in English, namely #frenchgirl (570 million views), #frenchstyle (85 million), #frenchgirlstyle (44 million), and #frenchbeauty (14 million). Because fashion isn’t the only sector concerned by the phenomenon. More than French style, it is the French lifestyle that is getting play far from the borders of France.

So how exactly is French style perceived and defined across the ocean from its homeland? Well, it may look easy but that’s often deceptive. When it comes to beauty, fans of the French look endorse a no-frills approach, a fairly natural complexion, nothing very pronounced, but vibrant red lipstick as a basic. In terms of clothing, it’s all about the classics—a little suit that mixes chic and comfort, scarves, jeans or high-waisted pants, and of course the inevitable little black dress—worn with nonchalance, something that characterises this inimitable style more than anything else.

Oh la la, the clichés!

However, one need only scroll on TikTok—and not for long either—to realise that the French style elevated in the videos is often based on clichés rather than honouring ‘true’ French style. The "oh la la” comments that accompany the posted videos demonstrate this, but that’s not the only cliché. Lipstick on a cup of coffee, berets, pearls, and a basket paired with a summer dress ... These types of shots are countless on the social network ... even going as far as the iconic French baguette bread transformed into an ultra stylish accessory.

But the social network’s users don’t stop there, going even further in some of their imagery. At the sight of the publications, a detail jumps to the eyes: indeed, sometimes it’s not French style which is in the spotlight, but Parisian style. Montmartre, the Eiffel Tower, and Saint-Germain-des-Prés are among the most recognisable landmarks depicted, as well as the city’s typical Haussmann buildings, in the end making the Parisienne an icon of style, more so than la femme française... Either way, this style remains both desirable and inimitably elusive. — ETX Studio