After Halloween, baby showers or even Black Friday, a new fashion has come from Anglo-Saxon countries and is a hit in France: the ugly Christmas sweater (“Ugly christmas sweater” in the original version). There is even a World Day on Friday December 17th. In France, it is now found in supermarkets, ready-to-wear stores or even luxury boutiques.
But to find the top of the ugly sweater, the best is to go to a thrift store. At Kilo Shop on Boulevard Saint-Germain in Paris, the ugly Christmas sweater is one of the top 3 sales for the month of December 2021, in particular thanks to the thirty-something who make contests between friends or in companies.
“There are two concepts: the classic Christmas sweater and the ugly one with which people make little contests …”Maude, manager at Kilo Shop
There are the classic red sweaters with “Santa Claus on it or snowmen skiing”, continues the store manager. She also presents us with a sweater-dress which is “a little bit like an elf or Mother Christmas disguise with little buttons and little bells around”. A “magnificent” piece to win a competition.
This fashion does not really surprise Rachel who has eyes that shine in front of these beautiful Christmas sweater. This 23-year-old American has been living in France for a year: “I have an ugly sweater with Snoopy and I wear it every year for Christmas. The ugliest is the better. There are a few times with lights flashing that’s great.”
Industrialists have grasped it well, this Anglo-Saxon fashion is now reaching the general public. To understand why, in the direction of a very beautiful Parisian mansion, Vincent Grégoire is in charge of foresight at NellyRodi, a strategy consulting agency. Its job is to predict fashion and understand it. “There is a training phenomenon, it is super unifying and unifying because in a company, it puts everyone at the same level. When you see a big boss who launches challenges with his teams, everyone s ‘put it there and everyone is ridiculous or’ ridicool ‘. “
“I find that very interesting because it helps to break down social and intergenerational boundaries.”Vincent Gregoire
There is also something positive, the Christmas bubbles, its patterns and its garish colors give a little life in this period weighed down by the pandemic.