Girls In Paris

Girls In Paris is a French lingerie, swimwear and homewear brand launched in Paris in November 2014 by Raphaele Four. Les Echos held it up as an example of the "instabrand": a business that used Instagram as its main shop window and sales channel instead of stores or department-store counters. Its best-known product was the lace triangle bra.

A Paris launch in November 2014

The trade magazine LSA dated the brand's creation to November 2014. Les Echos, writing in May 2016, placed the launch at the end of 2014 and noted that Four was 30 years old when she started it. FashionNetwork, in a March 2018 piece, gave the same 2014 start and named the lace triangle bras as the label's signature.

Four built the business on a simple idea. Young women in France were already browsing and buying fashion on their phones, and Instagram had become the place where they discovered new labels. A brand that posted well could sell directly from those images, without paying for a shop on a Paris street.

Selling through Instagram

Les Echos used Girls In Paris as a case study in how an instabrand works. The account was the storefront, the catalog and the advertising at once. In a model of that kind, photographs of sets drive followers to the online shop, and questions in the comments stand in for the conversation a customer would have with a sales assistant in a boutique. Intima, the French lingerie trade publication, also wrote about the brand's Instagram-led model in February 2017.

The prices suited that audience. LSA reported in 2016 that the brand's online sets averaged about 40 euros. That put Girls In Paris well below the established French lingerie houses such as Aubade, and close to the price level of high-street chains, while offering the look of a small Paris label.

The lace triangle bra

The product that made the brand recognizable was the triangle bra in lace. It is a soft, unwired cup cut as a triangle, usually unlined, with thin straps and a narrow band. It photographs well, it suits the smaller-busted customer who does not need underwire support, and it can be worn as a visible layer under an open shirt or a low-cut top. All of that made it a natural product for a brand selling through pictures.

The cut also travels easily between categories. A lace triangle set can be lingerie, and the same shape in swim fabric becomes a bikini. Girls In Paris sold swimwear and homewear alongside its lingerie, so the overlap was built into the range.

The brand's look

The label's visual identity was redesigned by the graphic designers Antoine Laurent, Leslie David and Erwan Coutellier. Their project covered a new logotype with a construction guide for how it should be drawn, along with posters and stickers. For a brand whose shop lived on a social feed, the logo and graphics carried more weight than they would for a label with a physical store.

After the founder

The company remained small. Its LinkedIn page lists it in Paris with between two and ten employees. Four's public professional profile shows her running Girls In Paris from 2014 to 2019. In July 2025 FashionNetwork reported that she had co-founded a skincare brand, Firn, with one of the co-founders of the eyewear company Jimmy Fairly.

Who has owned and run Girls In Paris since 2019 could not be confirmed from the available sources, and this entry does not guess. The brand trades from its own website, girlsinparis.com, and the encyclopedia holds 29 of its products in the archive.

Last updated October 7, 2026