The fashion industry, often characterized by fleeting trends, presents a unique challenge for brands seeking longevity. Frankie Shop, a New York-based label founded by Gaëlle Drevet, appears to be navigating this landscape with a distinctly different approach. The company has built a following around a core set of streamlined, oversized silhouettes, particularly its blazers, and is marking a decade in business .
Drevet, a Paris native and former journalist, launched Frankie Shop in the Lower East Side of Manhattan ten years ago. Her entry into the fashion world wasn’t born from a lifelong ambition, but rather a pragmatic response to immigration challenges. “It was an immigration story,” she explained. “I was trying to make it back to the US from London…and then I was like, you know what, I’m just gonna start my own thing, my own business.” This entrepreneurial spirit, combined with a deep-rooted passion for fashion – evidenced by a collection of vintage Vogue issues from the 1990s – laid the foundation for the brand.
Frankie Shop’s success isn’t simply about identifying a trend; it’s about addressing a perceived gap in the market. Drevet observed that existing workwear options for women often felt constrained by patriarchal norms and lacked representation for the modern woman. She aimed to create pieces that embodied a blend of 1990s minimalism and 1980s boldness, reflecting a style ethos of intelligence, directness, and a touch of nonchalance. This vision has resonated with a dedicated customer base, affectionately known as #FrankieGirls, who frequently incorporate the brand’s pieces into their everyday wardrobes.
The brand’s signature items – padded Eva muscle tops, boxy boyfriend blazers, and sharp coats – have become ubiquitous in New York City’s trendsetting neighborhoods like Tribeca, Midtown, the Financial District, and SoHo. The consistent presence of Frankie Shop garments in these locations speaks to the brand’s successful integration into the city’s cultural fabric. This isn’t accidental; Drevet’s approach prioritizes creating “investment pieces” – items designed for enduring style rather than seasonal obsolescence.
More recently, Frankie Shop has explored the evolving landscape of work and its impact on fashion. Recognizing the shift towards remote and decentralized work environments – a “post-office era,” as Drevet terms it – the brand launched a pop-up shop in Los Angeles . Located in an abandoned office space, the pop-up was designed by Crosby Studios to evoke the remnants of traditional office life: stacked chairs, empty binders, and unused water coolers. This setting served as a backdrop for a new collection featuring reimagined business styles, often utilizing power-suit pinstripe fabrics.
The collection, showcased with actor Demi Moore in the campaign, highlights a new fashion archetype: the “office siren.” This aesthetic is characterized by details like thin metal glasses and tightly buttoned sweaters, suggesting a subtle rebellion against the more casual norms that have emerged alongside remote work. Drevet describes the collection’s color palette as “very gray” and reminiscent of the 1990s, signaling a deliberate departure from current trends.
Despite embracing conceptual themes, Frankie Shop maintains a commitment to restraint in both its designs and presentation. The brand’s core ethos centers on creating lasting pieces, rooted in Drevet’s own French stylistic influences. This focus on quality and timelessness appears to be a key factor in Frankie Shop’s sustained success in a notoriously fickle industry. The brand’s ability to adapt to changing work dynamics while remaining true to its foundational principles suggests a long-term strategy for continued relevance.
The emphasis on investment pieces and a distinct aesthetic also positions Frankie Shop uniquely within the broader fashion ecosystem. While many brands chase fleeting trends, Frankie Shop seems to be cultivating a loyal customer base by offering a consistent and recognizable style. This approach, coupled with Drevet’s background as a journalist, suggests a calculated and thoughtful approach to brand building, one that prioritizes substance over spectacle.
