Brand Radar: Boho-Chic heritage meets modern momentum at Sessùn
In today’s crowded consumer landscapes, Sessùn has managed to stay true to its roots while steadily expanding its reach. Founded in Marseille in 1996 by Emma François, the French womenswear label is best known for its boho-chic aesthetic: earthy tones, natural fabrics and relaxed silhouettes elevated by feminine tailoring. Nearly three decades on, Sessùn has grown from a small Marseille project into an “affordable luxury” brand with international presence. With over 70 percent of its fabrics sourced from natural materials, the company characterises themselves as a “solar, welcoming and deeply human brand”, whose ethos resonates with eco-conscious, design-savvy shoppers who want fashion that feels artisanal but accessible.
Brand History and Evolution
Sessùn’s journey began when François returned from Latin America, inspired by indigenous textiles and markets. She launched her first collection in 1996, showcasing handcrafted Latin American embroidery and weaving techniques, influences still visible today. Recognition came quickly: winning the Maison Mode Méditerranée’s Young Designer award set Sessùn on the path to becoming a staple in French contemporary fashion.
Over the years, the brand opened boutiques in Paris and other European cities, but its DNA remained constant: flowy dresses, soft knits, and tailoring that strike a balance between free-spirited bohemian and polished everyday wear. Sessùn collections often tell stories rooted in nature and travel, drawing on a palette of terracotta shades, lace trims, and artisanal detail. This mix of authenticity and sophistication has helped the brand build a loyal community of women who prize both individuality and timeless elegance.
Social media and key success factors
Sessùn has been equally adept at mastering the digital stage. With nearly 500,000 Instagram followers, the brand uses its feed as a carefully curated mood board: sunlit lookbooks, lifestyle snapshots, and user-generated content create a warm, earthy lifestyle narrative. Beyond aesthetics, Sessùn communicates authenticity, showing not just the clothes, but the craftsmanship and values behind them. They further engage their audience by sharing city guides and lifestyle inspiration, extending the Sessùn mindset and aesthetic beyond the garments themselves. On TikTok, the brand is carving space with short styling clips, craft-focused content and image carousels, appealing to younger demographics. While its following is smaller than on Instagram, engagement levels are high.
Product range and pricing
Sessùn’s strength lies in its craftsmanship at fair prices. François built her label around artisanal know-how and natural fabrics, but has always kept costs within the “accessible luxury” bracket. Investor Emmanuel Pradère once highlighted that Sessùn “has always been careful to keep its prices affordable,” a strategy that makes its premium quality competitive in the crowded mid-market.
On the EU webshop, a hand-embroidered cotton midi dress retails around €185–€245, an alpaca-blend cardigan for €135–€175, and a tailored wool-blend coat between €300–€400. Bags and accessories, a core product group for Sessun, range from €150–€400. While far from fast fashion, these prices reflect the value of design-driven, enduring pieces. This approach has fueled steady growth, reinforcing Sessùn’s reputation as an accessible chic brand that delivers both artistry and wearability.
Global presence
Sessùn remains proudly European, with more than 80 boutiques in six countries including France, Spain, the UK, Belgium, Switzerland, and Germany. Spain is a particularly strong market, with ten stores, while the UK hosts five. Around 40 percent of revenue now comes from outside France, rising to 50 percent for e-commerce, which ships broadly across Europe and beyond. The brand is also sold through 400 multi-brand retailers worldwide, extending its footprint into North America and Asia.
Despite this reach, Sessùn boutiques preserve an intimate feel. Locations like Sessùn Alma in Marseille combine retail with cultural experiences, mixing fashion with crafts, music, and even cafés, embodying the brand’s philosophy of community and art de vivre.
Future outlook
In late 2024, Sessùn entered a new chapter when Italy’s Quadrivio Group acquired a 70 percent stake in the company. The investment aims to double sales, with key priorities include growth in Italy and North America, as well as strengthening accessories like shoes, bags, and jewelry.
Sustainability however remains central: Sessùn earned B Corp certification in 2024, and upcoming collections continue to emphasize organic, recycled materials and artisanal processes. Creative direction is still led by François, who maintains a steady rhythm of two main collections per year plus pre-collections and capsules such as holiday edits or upcycled lines. As the label approaches its 30th anniversary, its ambition is clear: expand globally while remaining authentic and human. With its blend of bohemian aesthetics, sustainable commitments, and modern retail strategies, Sessùn shows how a brand can scale without losing its soul, a balance that keeps it both relevant and beloved.