A French ready-to-wear label known for its playful, feminine style and iconic ‘grand méchant look’ since the 1980s.
ORIGIN
France
PRICE TIER
contemporary
Founded by brothers Gérard and Patrick Pariente in Paris’s Sentier district in 1973, Naf Naf became a symbol of accessible French youth fashion in the 1980s. The brand achieved widespread success in 1983 with its colorful, ready-to-dye cotton boiler suit, which sold over three million units. This success was amplified by its memorable “le grand méchant look” (the big bad look) advertising campaigns, cementing an identity that was joyful, feminine, and slightly sassy. Core products revolve around romantic and contemporary ready-to-wear, with a particular emphasis on dresses, blouses, and knitwear, often featuring delicate details and signature prints for a young, fashion-aware audience.