How to jump on the Paris train without missing all the stops

'I went to Paris and EVERY French girl is using these hair products.'

'I just spent 4 days in Paris. 7 items everyone was wearing.'

'6 street style trends from Paris everyone will be wearing this winter.'

Not sure if your FYP looks like this right now – but mine sure as hell does.

Seems like everybody is obsessed with Paris (again).

The city was just showcased during the Paris Olympics. The ever-popular series Emily in Paris announced its renewal for a fifth season in September. Paris fashion week has just wrapped up. And right now, beauty, fashion blogs, and brands alike are all entiché de quelqu’un.

Only, Paris never left the chat.

The city has always been a major influence on global fashion and beauty, with a rich history of luxury, craftsmanship, and the most iconic style.

So, the question is, has social media and pop-culture romanticised Paris in an exaggerated or superficial way? And does this dilute its true cultural depth?

In other words, is the Paris fad romantic or reductive?

Let's be real. Social media loves a good trend. And Paris is basically catnip for the algorithm.

Dreamy streets, chic boutiques, the promise that if you use this one product, you too can be effortlessly glamorous.

But while TikTok and Instagram would have you believe that a swipe of red lipstick and a striped shirt equals 'Parisian,' this watered-down version of the city is more of a fantasy than a reality.

Don’t get me wrong—Paris is glamorous. But it’s also gritty, rich with history, and home to modern, multicultural influences.

Yet, scroll through the endless 'Paris aesthetic' content and you’d think it’s all cafés, croissants, and the perfect red lip. There's little room for the real Paris—a complex, layered city with a cultural depth that can’t be captured in a 15-second Reel.

The problem? When we hyper-focus on the glossy Instagram version of Paris, we reduce it to a caricature.

The nuanced, rich culture of the city gets lost in the noise. It’s not so much about appreciating Parisian style—it’s about consuming a version of it that fits neatly into our screens and our closets.

Like I said, Paris has always been cool.

It’s the birthplace of cool, of haute couture, the epitome of luxury, and a city that has shaped global fashion for centuries.

The truth is, this trend may feel exaggerated, but Paris is inherently trend-proof.

It's the city that continues to inspire, innovate, and lead the way in fashion and beauty, no matter how many '7 things every French girl is wearing' headlines we see.

Paris’s influence is timeless because it's about more than trends—it's about craftsmanship.

The Parisian woman isn’t obsessed with what’s 'in' right now. She’s obsessed with what will last.

High-quality fabrics, impeccable tailoring, pieces that stand the test of time. That’s why the idea of Paris will always resonate, even if the social media version feels a little superficial.

So, what’s a brand to do?

Tread carefully. It’s easy to jump on the Paris bandwagon and slap an Eiffel Tower on your marketing, but that’s the branding equivalent of a tourist trap.

If you want to tap into the Paris trend, do it while respecting the culture. Don’t reduce it to clichés or you’ll have the French on your back quicker than you can say 'c'est la vie.'

Celebrate timelessness, not trends.

Paris isn’t about fast fashion or fleeting micro-trends. It’s about timeless pieces, quality over quantity, and elegance that endures.

Brands should lean into this by focusing on products that last. Think investment pieces—well-made clothing, luxury skincare that prioritises long-term health, not just short-term glow.

Ditch the stereotypes.

It’s not all stripes and berets. I literally don’t think anybody there would be caught dead wearing that duo. In reality, the city is a melting pot of cultures, and its fashion reflects that diversity and art.

Brands should move past the surface-level tropes and celebrate the real Paris—its modern, multicultural scene that goes beyond the glossy clichés.

If you’re going to play in the Parisian space, honour the city’s rich cultural fabric, not just its Instagram aesthetic.

Prioritise sustainability.

Parisian women are known for investing in fewer, better things.

They’re not filling their closets with fast fashion—they’re buying pieces they’ll wear for years. Brands that align with this mentality will have staying power.

Focus on sustainable practices, high-quality materials, and products that are built to last. Because at the end of the day, that’s what true Parisian style is about—longevity.

Paris is synonymous with luxury because it values craftsmanship.

Brands can tap into the Parisian vibe by highlighting how their products are made.

Where are the materials sourced? Who is behind the design? The story of creation matters. Showcase the process, the artisanship.

French fashion isn’t just about looking good. It’s about skill, care, and making something beautiful.

There’s nothing wrong with brands jumping on the Paris trend. It’s iconic for a reason. But there’s a line between celebrating a culture and capitalising on it to the point of dilution.

In a world of endless microtrends, the key is to bring something authentic to the table.

-Sophie, Writer