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After 40 fashionable years, Sinéquanone's Gallic charms have finally arrived on our shores, says Emma Akbareian

Fashion aficionado or not, it's difficult to disagree that there's something about French style thanks to a healthy crop of luxury fashion houses and glamorously nonchalant film stars. Even the average passer-by is on a different level of chic to their British counterpart. It's that je ne sais quoi element of style that makes it easy to understand the increasing presence of French brands on the UK high street.

Fashion-hungry Francophiles are already enjoying the offerings of labels such as Sandro, Maje, IRO and The Kooples, which have all made the short trip across the Channel to roaring success on British shores. Hot on the heels of their popularity comes another contemporary brand to add to the shopping list, Sinéquanone. This particular export has all the hallmarks of quintessential French styling that make these brands so popular, but at a slightly more appealing price point.

Pronounced "Sin-eh-qua-non", the Parisian brand is by no means a new kid on the block: founded in 1973, it has 40 years of experience under its belt. In addition to being a household name in France, the brand boasts 158 stores across 36 countries, including Western Europe, Asia and the Middle East and has plans for further expansion – starting with the UK.

For spring/summer, the collection of pieces is covetably classic yet maintains a distinctly modern, trend-led edge. Androgynous wardrobe staples like sharp-tailored blazers and cigarette pants sit alongside of-the-moment favourites like monochromatic stripes. While those who favour a more feminine aesthetic will be drawn to broderie anglaise dresses and pretty floral separates. Vive la différence!

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