ba&sh (Paris, France)

Ask anyone to define 'effortless chic' and they'll probably tell you it's about being comfortable in what you're wearing, finding an outfit that fits both you and your lifestyle and feeling confident with your look (and yourself of course). This is easier said than done, because there are plenty of girls who feel that way about a velour tracksuit and UGGs. It's the 'chic' part that's tricky - a slightly overused term in the fashion world that usually gets thrown in if someone can't think of another word for 'stylish' - something that's entirely subjective and relative to the person wearing the outfit. Which is why when people ask me how to emulate the casual yet beautiful look that has come to define French style, I spare them the numerous clichés or adjectives and just say: "shop where the locals shop".

A selection from the SS10 lookbook (images: ba&sh).

Of course clothing is only part of the equation to looking good without resembling someone who's tried too hard, but it's the first and easiest step in the right direction. The average French woman will probably have a few designer pieces in her wardrobe, a selection of vintage perhaps and a small amount of trendier items from the fast-fashion brands. The bulk of her wardrobe will most likely stem from the local mid-market high street though - a category that combines contemporary current season style with the quality of an investment piece. While some of these brands follow a certain aesthetic, usually boho (Maje, Antik Batik) or rock (Zadig & Voltaire, American Retro), ba&sh is the perfect example of how an ideal wardrobe would look like - and not surprisingly that happens to be the exact concept of the label. Founded by high school friends Barbara Boccara and Sharon Krief (the brand name is derived from the first two letters of their first names) who had no prior design experience at all, the idea behind ba&sh was to create the perfect everyday 'ideal closet' for the woman. They launched their line in 2003, when it was first sold in Parisian department stores. A year later their first flagship opened and the brand is now stocked in over 500 outlets worldwide.

The cozy interior of the store as seen from the entrance. The windows behind the cash desk reveal a view of the back garden.

Of course even an 'ideal closet' is subjective, and in this case it's based entirely on what Boccara and Krief would like to wear. Thankfully these women have impeccable taste: the clothes are unfussy, feminine, edgy and cool at the same time. What's even better is that the range represents every look a girl could want, whether it's grunge, country, romance or hippie. After all, a perfect wardrobe is one that adapts to your moods and needs.

Racks full of beautiful and cute items including the beaded 'peacock' dress and the linen dresses with a check pattern.

The stores themselves are fairly small with a simple decor that's kept in warm hues and thus feels quite inviting. Almost like you're entering a little haven where you can try on clothes for the next hour. The shop featured here is the one in the Marais, though all flagships have similar interiors. As with all stores in this mid-range category, you can expect great personal service and consultation from the staff, minus the extortionate price tag you'd find in a high-end boutique... though depending on what you're looking at, the items aren't incredibly cheap either, but worth the money. It might not take long to navigate the store, but it will probably take you that much longer to decide on what you want to try on or if you can justify getting an item in every single color.

Preppy coats and cool biker jackets are displayed throughout.

A few looks from FW09 (left) and the very sparkly sequined dresses from SS10 (right).

While the FW09 collection was marked by dark dresses and cool fringed flat boots, the SS10 range is a mix of beautiful floral pieces, cool leather jackets, soft suede dresses and embroidered linen tops. Even the simpler items are far from boring and the most refreshing thing about ba&sh is that they somehow manage to integrate a trend factor into the looks, but do it in such a subtle way you'll be able to wear the outfits years from now without looking passé. It also means that if you left the store now, sporting any item from the current lookbook, you won't run the risk of resembling a fashion victim.

Accessories and shoes on the main table, such as the adorable fringed booties and the slouchy bags.

My favorite standout pieces during my last visit included the stunning sequined dresses (available in both gold and silver) and all the suede looks, which come as vests, wrap dresses and long tunics - again available in several colorways. The non-leather items are made of natural fabrics which adds to the more luxe vibe and gives even the more modest items a sophisticated quality. Shoes and bags are available as well, including both heeled and flat sandals and the most gorgeous leather totes with a cut-out fringe detailing.

Soft leather and suede pieces from SS10 including jackets and dresses.

As a final note, I thought I'd mention that it isn't just women who are going crazy for these relaxed feminine looks, but men love them too... yes, that's right, the male species isn't all set on seeing girls in bodycon dresses, most likely because casual cool is anything but high maintenance. I live five seconds away from a ba&sh store and see just as many guys glued to the windows admiring the leather jackets or silk dresses as I do women. Case in point, even my better half keeps bugging me to get their suede or maxi dresses every time we pass the shop, so I just might... with his credit card (insert evil laughter here). No just kidding... kind of. With a store so close, the temptation to buy every item I see is just too big, so I might just stay away until the sales. But if you want to spend a bit of money, you just might be tempted as well: ba&sh is available throughout the world if you're not in Paris, but better (or worse?) yet, they have an online store which stocks almost every piece from their current collection. Credit cards and male partners beware...

I had no idea how many cool bags ba&sh had until my visit last week and a quick browse on the homepage. I need to go back to the store... (images: ba&sh).

More from the SS10 lookbook (images: ba&sh).

Address: 22 rue des Francs Bourgeois, 75003 Paris
Opening Hrs: Mon-Sat: 10:00-19:00
ba&sh Homepage & Online-Shop