Yes, It's Another 'French Girl' Brand, But It's Really, Really Good


It seems like magazines (including this one!) are always telling you to do everything “like a French girl”: Dress, eat, wear a scarf, smudge your makeup, parent, and the list goes on. It’s overplayed, maybe, but there’s something about the effortlessness of “French girl” style that has enduring appeal.

The country’s style emissaries–from ’60s icons like Jeanne Seberg, Françoise Hardy and Jane Birkin to modern muses like Birkin’s daughters Charlotte Gainsbourg and Lou Doillon, Caroline de Maigret, Inès de La Fressange and Jeanne Damas—continue to provide Instagram style #inspo.

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Damas, French girl du jour, has amassed nearly half a million Instagram followers who swoon over her classic ’60s-inspired #ootds, Birkin-like bangs, and breezy Parisian lifestyle. This year she launched Rouje, a tightly edited line of easy separates to capture her effortlessly sexy style.

The line is Paris’ answer to Reformation, which makes sense since Damas collaborated with them in 2015. But where Reformation has steadily expanded its offerings, Damas’ brand stays focused with a curated edit of perfect dresses, understated prints, and delicate cotton blouses. With an aesthetic of “effortless, feminine and chic” clothing coupled with an affordable price point set below $200, the line is constantly selling out. (Seriously, how can I get this dress?)

How to wear a beret.

Courtesy of Rouje

“French girls don’t care about the perfect look, we actually like when it’s not perfect because that’s what makes our style effortless,” says Damas. When asked how to attain said effortlessness, she answered: “Don’t think too much about it.” With her line of enviable throw-on-and-go items, we never have to again.