Why Are There So Many Fake French Brands in Fashion?

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Why Are There So Many Fake French Brands in Fashion?
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From Être Cécile to Journelle, non-French brands with French names are everywhere — and with good reason:

If you were to study a list of established fashion brands and retailers, you’d see a lot of French names. Which is by no means surprising — until you learn that many of them aren’t in fact French.

Être Cécile, Agent Provocateur, La Garçonne, Joie, Glossier, Pour la Victoire, Les Copains, A Détacher, Cushnie et Ochs, Journelle, Vensette, Atelier Delphine, Loup, Pas de Calais, Marais USA, L'Agence, Comme des Garçons, Net-a-Porter... not one of those brands is headquartered in France, and yet each of their names is either French or derived from French.

One obvious reason is that France’s culture and style are inspiring. The country begat many of the world’s most influential designers, style icons and artists. And it’s not unreasonable for a designer to name her brand something that references its inspiration.

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