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French fashion brand Sézane has launched a new visual identity and Fall 2026 collection, with its more understated direction drawing mixed responses from long-standing customers.
The rebrand arrived on 23 August alongside a refreshed visual identity, including a new logo, a redesigned website and reimagined stores. The brand is also introducing a more tightly edited release schedule, with fewer products launching each month.
Founder and CEO Morgane Sézalory has connected the changes to a more mature phase for both herself and the business, which launched in 2013 after beginning as vintage venture Les Composantes.
“It’s a reflection of me growing up. I feel like I’ve been in school for 20 years, and now I’m ready to actually launch Sézane with awareness and intention,” Sézalory told Vogue.
Over the years, the brand has built a loyal customer base and expanded its product portfolio into childrenswear and homeware, as well as the launch of a menswear label called Octobre Éditions.
It has also grown internationally and today operates 24 stores across Europe and the US, including stores in London’s Notting Hill and Marylebone.
Sézalory said the brand’s revised operating model would give the team more time and resources for product development, with each collection placing greater emphasis on enduring shapes and materials including wool, silk and linen and a greater emphasis on leather handbags. While prices have risen, they are largely meant to remain within the same range.
For example, the Joseph jumper, part of the new Fall collection, retails for £175 and is made of 68% baby alpaca and 30% polyamide. In comparison, the Amiel sweater, which has the same product composition but is now part of the brand’s “last chance” offer, retails at £130, showing a price increase of £45 following the rebrand.
The rollout of the new brand identity will continue following the new collection launch, with a new Essentials range launching on 13 September, followed by a vintage collection on 21 September, which traces back to the brand’s roots, and a knitwear launch on 27 September.
Loyal customers question the new direction
The Fall 2026 collection includes coats, tailoring, knitwear, dresses and accessories, with a palette led by shades of brown, navy and taupe, as well as olive, rust, red and sky blue.
Its reception has been mixed, with some Instagram users commenting that they missed the colour, florals, gingham and playful details associated with earlier Sézane collections. Others compared the more mature brand direction to the visual look of more elevated brands such as COS, ARKET and Massimo Dutti, known for their minimalist style.
One Instagram user described the repositioning as a “luxury ‘Zara’ brand with higher prices”, adding that Sézane could attract new shoppers while losing loyal customers. Another questioned the price hike, echoing concerns that it could alienate existing customers.
On the other hand, many shoppers welcomed the more restrained brand identity, commenting, “The new collection looks amazing, I’m excited for the change”, while another described the new Fall outfits as “simple and effective”.
One Instagram user said while they had been initially sceptical, the Fall 2026 look book had won them over. “Prices have gone up, admittedly, but if the quality is better that works for me,” they said.
The new Fall collection includes, for example, the Edgar jumper, retailing for £165, which is made of 100% merino wool, while the new range of 100% silk scarves, retailing at £65, have already sold out in several colour ranges.
As part of the new brand direction, Sézane also made the decision to remove all of its previous Instagram posts as part of the visual reset. This also drew some criticism from some customers, with one user commenting that Sézane archiving the earlier content made her feel that existing customers had been archived with it.