Where does a woman who has outgrown the British high street, yet balks at designer prices, shop? Sandro, that's where. Or Maje, or Zadig & Voltaire, or the Kooples. All French brands, all a bit pricier than Topshop or Zara, and all having a moment right now.
They share an identity that can be broadly defined as "chic rock'n'roll", selling a look that appeals to women who don't want to show off tons of flesh but can still order a strong margarita when the occasion demands. Women, for example, who are looking for a quality longer-line biker jacket to wear with their tailored skinny trousers.
The Posh French High Street Look (PFHSL) emerged about five years ago when the fashion industry began to pay close attention to what the fashion editors at Vogue Paris wore. The look was classic with a sexy edge and reasonably formulaic. The British high street, with its scatter-gun trends, couldn't quite deliver.
The success of the PFHSL lies in its consistency. Alexa Chung now fronts the Maje campaign, while grown-up lovers partying on date night haunt the Kooples' adverts. Meanwhile, Sandro's website offers even more clarity. Currently it is selling a jacket named the "Veste Vogue", a studded "Pull Sunday" and a pair of "jeans parfait". No translation necessary.