You probably recognise Yasmin Sewell even if the name doesn’t ring any bells – she’s been a street style favourite for a few years now. She also runs her own brand, Etre Cecile, that’s noted for its covetable printed sweatshirts, wearable bombers, and generally well attuned, super-playful sports-luxe aesthetic. The label’s Resort 16 collection is full of the kind of stuff we expect – breezy graphic t-shirts and sweats – as well as some more innovative pieces presented in denim – a fishtail parka and a short hooded jacket are standouts.

Although Sewell herself is Australian, and has spent much of her life promoting British fashion, the brand definitely has a bit of a French spin to it (not just through their name but also in their fondness for scrawling French phrases across their designs and using Breton stripes fairly liberally). With this in mind, the fairly adorable series of videos made to celebrate the collection make a little more sense. They essentially involve a number of Cecile’s girls (including big names like Pandora Sykes, Laura Bailey and Taullulah Harlech, as well as loads of new faces) attempting to speak French with hilarious results. Sewell said of the videos, “We’ve never wanted to take ourselves too seriously as Etre Cecile was created so we could have easy fashion pieces you can feel unpretentious…but impactful. Just like all our girls…” In an industry that often fails to laugh at itself, you’ve gotta appreciate it when a brand is playful: so have a watch, and a giggle.