Officine Générale is well-known in America as the typical French brand goes the mile with the SS18 collection to prove that you really do not have to bend yourself over backwards as a designer by constantly changing signatures or by inventing yet the latest or newest trend in order to be true and comfortable to your very own trusted style.

There is too much of that in the cutthroat competition which is the world of fashion. And too many brands are reaching for straws by looking for ‘disruption’ or ‘change’ or ‘rebellion’ or that sad catch-all phrase called ‘the future’. No, none of this is really necessary when what you advocate in your designs, your patterns, your colors, your concepts, and in the fabrics that you use is simply elegance – French elegance in this case.

And this is what Officine Générale is really good at. The concept is simple in that the collection is supposed to give simple confidence and comfort to those who wear it. The design is a middle-of-the-road but classy tailoring in style with sharp French cuts but only made from superior fabrics made in either Italy, Britain, or Japan. The details and the stitch are refined, if not sophisticated. This is casual chic at its best and it is no coincidence that on Google trends you can follow the global rise and appreciation of the word ‘chic’ which mirrors the course of the stock chart of the Apple company. Casual chic is IT.

But like we said last time when we covered Officine Générale, what is so very important when wearing French made jackets, coats, sweater, and slacks casually with loafers or sandals and perhaps without any socks, is that, well – that you know how to wear it! For French casual is meant to dress you down and not to dress you up. Wear your shirt outside your belt and not tugged in. Have your collar stand up and not neatly folded crisply together. Stick your hands – please, please – deep into your pockets by all means. Or let the cuffs hang loose unbuttoned in the wind. And above all do not be conscious about the way you walk or the way you talk. Just let it hang loose. It’s called laissez-faire or let it go in English!

If then by hazard or chance one day you are spotting those washed out soft hue pastel colors dressed down in your latest Officine Générale SS18 and somebody asks you a question on the streets, do not feel obliged to respond immediately in a business-like and correct fashion. No! In reply rather mumble something impossibly difficult to understand while attempting to light a cigarette fumbling for a lighter you do not appear to be able to find as you subtly show off your Officine Générale casual French chic.

Because, as Oscar Wilde once quipped while living in exile in France:

“Every good conversation always starts with a pose.”

Words by Sandro and photos from Officine Générale.

























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