Wildfox Gets French

Wildfox’s always made graphic tees and playful references, the kind of stuff that’s deliberately uncool in a cool way. A French collection plays into that perfectly because it’s exactly the kind of thing they’d normally make fun of, so doing it straight is the smartest move. The designs probably lean into every cliché—berets, wine, the whole bit—which is the only way that works. Actual fashion would find a clever angle and kill it. Wildfox doesn’t care about clever. There’s something solid about a brand that understands irony and sincerity have collapsed into each other now, and you can’t separate them anymore.