The creator of Frnch launches a new, more personal wardrobe, called Jiji

Standing out from the colorful universe and cheerful patterns of its big sister which is the Parisian brand Frnch, the brand new Jiji label revealed its more refined identity during the recent Who’s Next trade show at the Porte de Versailles. On a dedicated stand next to that of Frnch, which is celebrating its tenth anniversary this year, this new fashion proposition – a launch worth highlighting in a sometimes gloomy market – is embodied in every way by Chloé Jin, the founder of the two labels.

“Jiji is my nickname. This brand is truly a personal project. Frnch was a couple’s adventure, combining my first name with that of my husband, while this new label represents me: it corresponds to my style and my desires fashion that evolves, says Chloé Jin. Often, when a brand is well established, which is the case with Frnch, it is less easy to try new things. Sometimes for fear of disappointing customers accustomed to a certain creative style.

Launching a new label addresses this issue. “We needed a totally different brand. It’s also a project that engages the teams, a breath of fresh air where new ideas can be brought to life. You have to have fun!”, expresses the manager, who has been immersed in fashion since birth, his parents running a sewing workshop. The Jiji wardrobe favors a minimalist aesthetic, oversized or unstructured cuts, and rather sober shades, sometimes with a more colorful touch (but rare).

Chloé Jin “targets an urban clientele, with a fairly trendy working girl style”. Sales prices are 10 to 15% higher than those of Frnch, with a shirt priced between 99 and 119 euros, or a jacket priced at 129 to 169 euros.

The marketing of Jiji to multi-brand retailers has begun as a test for spring-summer 2025, with customers referenced in France and abroad. The fall-winter 2025/26 season, “very well received” at the show, will seek to attract a wider audience. In addition, the label will launch its own e-commerce site next February to create a showcase on the web.

Described as “growing”, without figures being mentioned, Frnch maintains a fairly dense multi-brand network, made up of nearly 2,000 points of sale in Europe and more than a hundred drop-off points in the largest export market, if we are to believe its merchant site.