Gael Drevet, founder of Frankyshop, photo credit: An-Hao Chang
Photo credit: An-Hao Chang
Before the words “quiet luxury” were spread across social feeds and magazines, Frankie Shop was already defining the movement.
But while quiet luxury has declined, Frankie Shop’s star has only risen.
Frankly, for founder Gaël Drevet, the essence of Frankie Shop is about self-expression and cultivating personal style.
It doesn’t mean being the loudest person in the room, but rather being confident and unapologetic. It’s an attitude of ownership.
Consider the words of Drevet, who has established herself as one of the leading female designers at the forefront of fashion. She was featured in the March issue of VOGUE as one of the world’s “35 women who dress up women.”
“The goal is to stay true to yourself,” Drebe asserts. “You cannot walk comfortably or stand tall if you are not who you really are.”
With a trend toward doing away with logos, Frankie Shop’s aesthetic leans toward minimalism while creating maximum buzz.
Launched in 2014 by journalist-turned-entrepreneur Dreve, the retailer has developed a cult following and celebrity following, including Rihanna, Hailey Bieber, Khalid, Lady Gaga, Coco Gauff and Travis Kelce. I did.
In 2022, we reaffirmed our inclusive spirit by launching men’s and gender-neutral lines.
Frankie does everything for everyone.
With all eyes on Paris this summer, the brand cemented its place in culture by becoming one of 15 French fashion designers recruited to dress performers for the Paris Olympics opening ceremony. (This is a great honor considering Paris is home to many historic designer brands.)
A decade after introducing its signature aesthetic, “effortless French style meets New York cool,” to generations of editors and fashion enthusiasts, Frankie Shop is proud to announce that this is Frankie’s world. It just proves one thing: we all just live in that world.
Between the iconic Eva T-shirt (a tank top with shoulder pads that debuted in 2019) and the timeless boyfriend blazer (since 2017), the brand embraces both the masculine and the feminine.
“To be fashionable, you have to take risks,” points out Drebe. “You have to believe that adding large shoulder pads is a timeless and modern twist on a T-shirt.
Gael Dreve, founder of Frankie Shop, photo credit: Keetja Allard
Photo credit: Keetja Allard
“Fashion is full of contradictions,” declares Drevé. “Frankie Shop can be summed up as international and universal. Done and back. Paris and New York — a tale of two cities. Masculinity and femininity.”
Another contradiction is the balance between trends and timeless items. This is a call to action to express individuality, regardless of the micro-trends offered on social media (Barbiecore, “Mob Wives” or “Girlhood” aesthetics).
While Frankie adjusts her silhouettes each season, playing with details like volume and pockets, Drevet looks at what she already owns and keeps in mind that trends are within her. It will remind you to keep it.
Fans can shop fashion, lifestyle and home goods at two New York City stores. One original store on the Lower East Side and a second flagship store in SoHo, plus two Parisian boutiques on Rue Saint-Claude (one exclusively for men and one exclusively for women’s clothing). Additionally, in March, the “Frankie Shop Goes to Hollywood” art installation was held in Los Angeles for a limited time. (Demi Moore was appointed as the face of the campaign.)
Last year, Frankie Shop added another location to its list. It’s a pop-up at Selfridges in London.
With international expansion in mind, Drevet remains committed to its vision of remaining a global yet niche brand. (Another paradox.)
It’s important to strike a balance between remaining niche markets while still resonating with customers around the world. Drevet ensures brand exclusivity by limiting its presence in retail stores. Frankie’s carefully selected items are now available in top luxury department stores across Europe, as well as global online retailers such as SSENSE and Farfetch.
“It’s important to be selective about desirability. Being ubiquitous dilutes your brand and makes you disposable,” Drebe argues.
While global access and recognition are important to the brand, Dreve doubles down on the magic that immerses those who visit Frankie Shop Boutiques in its world.
Speaking of discrepancies, it’s worth adding these to your store location. Ambitious and cool, yet warm and inviting.
Frankie Shop Paris, photo credit: Albin Durand
Photo by Alvin Durand
“I’ve always wanted Frankie to be a place where everyone comes together and our social media reflects this. So it’s important that it’s easy to reach and easy to relate to. It’s not just about VIPs and influencers, it’s about everyone who loves fashion.”
Dreve acts on intuition and curiosity. “I’m very curious and very nosy,” she says. These two traits have served her well in her early career as an investigative journalist. As a storyteller, branding and image play an important role in her strategic thinking.
One thing customers can now predict is the “back in stock” email the brand sends out every Saturday morning, when limited items are restocked based on demand.
“I test things first. I don’t overproduce,” says Drevet. “By signing up for restocks, I’m actually making sure I get what I really want. There’s nothing better than getting that item you’ve been waiting for.”
For her, momentum is important in order to stay at the forefront of fashion and be in tune with the culture. It is important to follow the trend and always remain stable.
Frankie is defining this moment, like the “I Wish You Well” T-shirt she collaborated with artist Thomas Rell on last year (an homage to the Gwyneth Paltrow trial in 2023). It’s subtly cheeky, but speaks volumes about how Frankie Shoppe continues to keep its finger on the pulse of pop culture.
There’s a “you know it” feel to everything Frankie Shop creates. Brands are like co-conspirators in the conversation, while also ensuring we are all included in the outcome.
“Yes, it’s fashion, but there are bigger issues in the world. So we need to have a sense of humor and not take ourselves too seriously. We need an irreverent attitude in everyday life. .”
