Before the term “quiet luxury” dominated social media and magazines, Frankie Shop had already explained the move.
But while low-key luxury is on the decline, Frankie Shop’s star is on the rise.
Frankly, for its founder Gaëlle Drevet, the essence of Frankie Shop is self-expression and the cultivation of one’s own style.
It’s not about being the loudest in the room, but about having self-confidence and not apologizing. It is an attitude of possession.
Take Drevet, for example, who has earned her reputation as one of fashion’s cutting-edge designers. She was featured in the March issue of Vogue as one of the “35 Women Dressing Women” in the World.
“The goal is to stay true to yourself,” says Drevet. “You may not be able to walk comfortably or stand directly with a look that is rarely authentically yours. “
With a penchant for logos, Frankie Shop’s aesthetic leans towards minimalism, while generating maximum buzz.
Launched through journalist-turned-entrepreneur Drevet in 2014, the store has gained a cult following and celebrity enthusiasts (including Rihanna, Hailey Bieber, Khalid, Lady Gaga, Coco Gauff and Travis Kelce).
In 2022 it presented its masculine and gender-neutral lines, reaffirming its inclusive philosophy.
Frankie does it and for everyone.
With all eyes on Paris this summer, the logo has cemented its position in culture as one of fifteen French fashion designers hired to dress artists at the opening rite of the Paris Olympics. (A real compliment considering Paris is home to many traditional designer logos. )
A decade after launching its distinctive aesthetic “French taste effortlessly meets modern New York” to a generation of editors and fashionistas, Frankie Shop proves that this is the global thing about Frankie: we’re all in it.
Between its iconic Eva T-shirt (a tank top with shoulder pads introduced in 2019) and its eternal boyfriend blazers (since 2017), the logo embraces the masculine and the feminine.
“You have to take risks to be fashionable,” says Drevet. “It turns out that adding giant shoulder pads is a modern and timeless touch to a jersey.
Gaelle Drevet, founder of Frankie Shop, Photo credit: Keetja Allard
“Fashion is full of paradoxes,” says Drevet. In short, Frankie Shop is cosmopolitan and universal. Done and undone. Paris and New York, the tale of two cities. Male and female.
Another contradiction: balancing trends with eternal pieces. It’s a call to action for explicit individuality, regardless of the microtrends spread on social media (whether it’s Barbiecore, the “Mafia Woman” aesthetic, or “Youth”).
While Frankie tweaks silhouettes and plays with main points like volume and wallet each season, Drevet reminds you to take a look at what you already own and keep in mind that the trend is within you.
Fans can shop fashion, lifestyle, and home at two New York City stores: one at its original Lower East Side store and a flagship store in SoHo, plus two Parisian department boutiques on rue Saint-Claude (one dedicated to men and one specialized). on women’s fashion). He also visited Los Angeles for a limited time, with his art installation “Frankie Shop Goes To Hollywood” in March. (With Demi Moore as the face of the campaign).
Last year, Frankie Shop added prevent to its roster: a pop-up in London’s Selfridges.
With the purpose of expanding, Drevet remains the course in its vision of continuing to be a global, but niche brand. (Another paradox. )
It’s about finding a balance between staying niche and resonating with consumers around the world. Drevet guarantees the exclusivity of the logo by restricting its presence in sales matters. Currently, Choose Frankie pieces are available in luxury retail locations across Europe, as well as global online stores such as SSENSE and Farfetch.
“It is vital to choose for convenience. If you’re everywhere, you dilute the logo and make it a little more disposable,” says Drevet.
While global accessibility and popularity are for the brand, Drevet doubles down on the magic of Frankie Shop visitors to immerse themselves in their universe.
As for the contradictions, the location of the stores is an added value: ambitious and fresh, but warm and welcoming.
Location The Frankie Shop Paris, Photo credit: Albin Durand
“I’ve sought to make Frankie a collector’s stand for everyone. Our social media reflects this: it’s about being reachable and accessible. It’s not just about celebrities, VIPs, influencers, it’s about everyone, everyone who loves fashion.
Drevet leads with instinct and interest – “I’m very inquisitive and very curious,” as she says – two characteristics that served her well as an investigative journalist in the first act of her career. As a storyteller, the brand and photographs play a key role in her strategic thinking.
One thing consumers have learned to anticipate is weekly “new stock” emails sent through the logo on Saturday mornings, with limited parts restocked on demand.
“I check things first, I don’t overproduce,” Drevet shares. “I’m looking to make sure you get what you literally need by signing up for a restock. There’s no greater feeling than picking up an item you’ve been waiting for.
For her, momentum is vital to staying at the forefront of fashion and in tune with culture. It’s about following trends to stay up to date.
Frankie is defining the moment, as she did with the year’s “I Wish You Well” T-shirt collaboration with artist Thomas Lélu (a nod to Gwyneth Paltrow’s 2023 trial). He’s subtly sassy, but it says a lot about how Frankie Shop stays in tune with pop culture.
There is an “if you know, you know” sensibility to everything Frankie Shop creates. The logo is like a co-conspirator in the conversation, while making sure we’re all equally concerned in the punchline.
“Yes, it’s fashionable, but guess what, there are major disorders in the world. That’s why you have to have a sense of humor and not take yourself too seriously. There will have to be a touch of irreverence in your daily life.
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