Introducing the French brand that makes you feel “Boom Boom”

Calling all French style devotees. Not the clichéd strand of Parisian fashion centred around Breton stripes, berets and ballet pumps, but the achingly insouciant, seemingly unattainable kind that mixes high with low and comes with a lingering scent of unisex perfume or, quite possibly, a puff of cigarette smoke. There’s a new brand on the scene, and her name is Marcia.

The Marseille-manufactured label, which majors in simple, sexy and sustainable dresses, comes with the French influencer stamp of approval. If you follow Camille Charrière, you’ll know she’s been wearing Marcia’s sweet gingham pieces a lot of late.

Founded by Emma Reynaud, a former ballet dancer and celebrity stylist, Marcia aims to “offer women a sexy and comfortable wardrobe that makes them feel powerful and daring, all the while being respectful towards the environment”, says Reynaud, who found she always compromised on cut, price or that extra “little twist” when trying to shop consciously in the past.

Unlike the brands that have dabbled in Econyl as part of efforts to be greener, 100 per cent of Marcia’s womenswear is made from the regenerated nylon material. “It can be recycled, recreated and remoulded again and again,” says Reynaud enthusiastically. Marcia creates all aspects of its products, from the packaging to the tags, in France to reduce carbon emissions and uses a green service, plus biodegradable envelopes, for shipping.

Econyl also plays a part in Marcia’s ability to make women feel “boom boom”–a phrase taken from the ’80s song, “Tchiki Boum”, which Reynaud and her network of creatives use to describe the label’s aesthetic. “The fabric we use helps women feel comfortable and sexy in our dresses, because it contains 30 per cent stretch,” she explains. “This ensures wide freedom of movement even if the piece is tight. It is basically like a second skin.”

Marcia’s signature piece, the “Tchikiboum”, looks like a simple T-shirt dress from the front, but has open side panels, which, Reynaud explains, means going commando. “Customers usually get the vibe [after seeing this look],” she adds. Scroll down @wearemarcia and you’ll see friends of the brand demonstrating how to style the cut-out frocks. “My Instagram aesthetic is to make sustainable fashion sexy again through a series of portraits of the inspiring women that surround me,” notes Reynauld. “There’s no strategy, it’s simply a visual translation of my take on fashion.” It’s this self-assuredness that is the secret to French-girl fashion.

Marciawear.com

This story originally appeared on Vogue.co.uk

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