The Messe Made in France of the organizer Première Vision moved an emerging phenomenon into the spotlight on April 2 and 3: the growing interest of foreign clothing stamps in the production in French production facilities. Quality from preserved know-how and the broadcast of the Paris fashion week make up the success recipe of “Made in France”.
At a time when fashion polarized – on the one hand almost fashion, on the other hand, luxury or premium – French clothing studios who have placed on the second option are given orders from foreign brands. These now want to benefit from the “Made in France” label in order to upgrade their products and thus address a customer that is more important than the price.
In contrast to the Première Vision Manufacturing Villepinte, to which the organizers: Inside, much more international visitors: Receive the Made audience in France Messe currently 95 percent of French customers: inside. The remaining 5 percent come from Belgium, Italy, the USA, Germany, the Netherlands and the United Kingdom. “The percentage is stable overall, but increased by 1 percent compared to 2024,” Claudie Le Souder, head of marketing and communications at Première Vision, told fashionunited. “This is a weak signal that we observe to determine whether it could develop into a megatrend and whether it shows that the market is changing.”
Are French clothing the right answer to the needs of foreign high-end brands?
This emerging phenomenon was first recognized by the Maison du Savoir-Faire et de la Création, which is financed by the Défi as a non-profit organization to promote the know-how and has to create performance statistics at the end of the year. “At the end of 2024 we found that the proportion of visitors: inside of the platform had increased from 10 to 16 percent from abroad,” Sylvie Maignan, project manager, told fashionunited. “The 580 French companies registered on the website were all listed in French, which looked unprofessional. So we decided to translate everything into English.”
These clients come from Europe, especially from Scandinavia, the USA (even if the political situation could have an impact here), Canada and Japan. These are very large luxury companies (names were not mentioned), one of which is just building a production facility in France, as well as younger labels from designers: inside.
The production costs in France, which are still higher than in Italy, are a small drop of bitterness with this emerging enthusiasm. However, the selection criteria can change, as the example of the French manufacturer Fabrice Scotté (L’Scenseur) shows: “The French state that wants to promote production in France has the rating criteria for tenders. Now this point is 60 percent of the assessment. “This means that if we deliver quality, we can participate in public tenders.”
The Made in France’s recipe for success
The French know-how sought lies in the assembly of woven fabrics for various products such as jackets and pants. France is also sought and renowned in draping technology – a method that is mainly used in the tailoring to create soft, light and deconstructed clothing. “France has retained this know-how, which is one of the most demanding ones, because it means working with materials that are difficult to process like Musselin, organza or lace,” added Sylvie Maignan.
They are attracted to the “Made in France” origin label and the flair of the Paris Fashion Week. “We have retained the high-end segment, and although the big retailers have migrated abroad in the past 40 years, the studios who could hold themselves have improved their skills. They all optimized their know-how to operate the only sector that enables them to survive: luxury.”
“In addition”, according to the project manager, “we offer a new webinar service for project sponsors, in particular from business universities, many of which want to work in the fashion industry, but have no idea.” A sideline topic that underlines the commercial potential of manufacturing in France.
In contrast to the leather goods manufacturers, which were largely taken over by the French luxury companies, most of the clothing remain independent, some consist of small studios. Therefore they are independent. And discreetly, as fashionunited determined when obtaining statements in order to prove this fact.
Féoni hires more employees to meet foreign demand
“We have survived the last two years thanks to the Asian and American customers that we got to know at trade fairs and through our website. You would all like to have it produced in France, but do not find so easily available manufacturers. You need information and therefore contacts: Inside, you continue to contact Italian clothing, who enjoy better global visibility,” says Floire Loidon, co -founder and project manager of Féoni, an agile development and production office.
Your customers are looking for the sophistication of their techniques, creativity and their way of interpreting designs and bringing them to life. The fact that Féoni can create the prototypes for luxury houses and sometimes for fashion shows in 48 or 72 hours reinforce the attractiveness. In order to do justice to the demand, we have increased the number of our employees to ten and created in Val-de-Reuil, a city in Normandy, an inclusive workshop for people with disabilities, ”said London.
L’Scenseur: client from Asia and Tunisia
“We specialize in tailor -made work clothes and are asked by foreign brands who want to expand their range to benefit from products that are a bit more expensive, but of high quality. This in order to be able to consist of competitive market. These clients come from Asia or Tunisia,” said Fabrician Scotté, Managing Director of L’Scenseur.
Atelier Léopoldine: Inquiries from Germany, Belgium, Bali and Puerto Rico
“So far we have only worked for French: but since we are represented at trade fairs, we have also answered inquiries from abroad. A German customer sent us an email in France Messe before the Made in France Messe to ensure that we issue English there. She said: ‘In Germany we are making uniforms, seats and steering wheels, but no fashion. I guess she found me on my website or a Google search, ”said Véronique Bouche, founder and fashion styleist from the Léopoldine studio.
“Belgian: Inside, which we got to know at the Interfilière Messe, also came to us. Likewise, a Puertoricaner: inside and people who have swimwear in Bali made, but who are missing the regularity, profitability, fast replenishment and care. We are based in Pau, celebrate our ten -year existence and work with small quantities (ten pieces per model). We are the only ones.”
Laulhère: French military barets are required
“Laulhère Pour Plein Ciel, our brand for the production of military barettes, supplies the French army, but also the Belgian, African and other armies, depending on the tender. At the beginning of 2025, we received more inquiries from abroad than usual. We want to expand the international market for our white label business as well as for our own brand,” says Rosabelle Forzy, Laulhère. WHITE LABEL is called products from a manufacturer that are sold by other companies under a different brand than that of the producer.
Chantelle, seductive lingerie made in France finds buyers: inside
“Since we produce in French Éperay, we only expected French customers, but since 2024 we have been addressed by customers: what confronted us with problems that we had not expected: customs formalities, English language, etc. You are looking for our expertise,” says Cindy Demete and Nicolas Godart, Team Chanelle.
“The first were the Italians: what is pretty amazing, then South Korea and the USA. They are interested in our know-how in the area of corset/lingerie. Even if this segment is less than 10 percent today, it is in growth, and we have to use it. Our visibility and brand image were increased by cooperations with designers: The inside-like Esther Manas, on the Parisian Fashion Week presented.
- The Messe Made in France by Première Vision shows a growing interest of foreign brands in the “Made in France”, attracted to the quality and the image of the Paris fashion.
- The Maison du Savoir-Faire et de la création lists an increase in foreign visitors on its platform, especially from Scandinavia, the USA, Canada and Japan, a sign of commercial potential for French production.
- French companies such as Féoni, L’Scenseur and Atelier Léopoldine report an increasing demand from abroad and underline the attractiveness of the French know-how, creativity and the ability to quickly react to customer needs.
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