This New San Francisco Line Wants to Outfit Your Mama

Photo: Les Femmes Libres

The holy grail for most new fashion brands is to land a Hadid or a Jenner in an ad campaign or—even better—organically on Instagram. That may technically be that case for Les Femmes Libres, but instead of dreaming of Gigi, Bella, or Kendall, this Bay Area brand wants to outfit Yolanda and Kris.

Les Femmes Libres is focused on a sophisticated woman who has a strong sense of personal style and gravitates towards quality, classic pieces. Founder Georgia Murray started the company with the goal of delivering great fits in amazing fabrics for mature shoppers. (Think ages 45-65, but Millennials and Xennials who appreciate quality would dig the brand, too.) Refreshingly, Murray enlisted women who don’t look like teenagers to model the line.

Born out of her San Francisco apartment about a year ago, Murray’s brand now has five pieces—three tops, a pant, and a skirt—available online with more coming in for holiday. Pricing starts at $78 for an embroidered tee, and tops out at $295 for an organic cotton tunic. For now, Les Femmes Libres is available online, but keep an eye out for pop-ups and markets leading into the holidays.