On weekend mornings in Paris, particularly in spots like the Jardin du Luxembourg and the Lagardère Racing tennis club in the Bois de Boulogne, a distinctive accessory has become ubiquitous among stylish local mothers: a colorful, bandanna-print cotton tote bag from the Paris-based label Call It By Your Name. Priced around €200, these totes stand out against the traditionally muted, neutral palette favored by Parisian women.

The bags are notable not only for their vibrant primary colors framed by stitched bandanna patterns but also for large rainbow-embroidered first names displayed prominently across the front. These names—such as Louis, Arthur, Ines, Ava, and Marceau—are those of the women's children rather than the women themselves. The design embraces a playful, almost souvenir-like aesthetic with dangling charms and bright color combinations that contrast with the often reserved Parisian style.

This accessory reflects a broader cultural shift in Paris over the last decade, as the city experiences evolving rhythms of daily life, including the rise of oat-milk coffee shops, reformer Pilates studios, and a growing international influence on consumption habits. Some fashion observers note that while London once dominated as Europe’s cultural capital, the post-Brexit era has helped renew Paris’s allure, particularly in creative industries.

Fashion data platform founder Alexandra Van Houtte highlights a key aspect of the trend: pairing high-end, sophisticated outerwear with more casual, affordable accessories signals a relaxed approach to style while simultaneously conveying family identity through the children’s names on the bags. This subtle deviation injects personality into an otherwise disciplined Parisian wardrobe without upending traditional sartorial codes, emphasizing discretion and understatement as forms of social currency.

Call It By Your Name was founded by Parisian mother of three Colombe Campana, 44, who identified a gap in the market for an item that elegantly bridges the divide between a child-focused bag and a personal accessory. The tote is designed as a practical, lightweight companion rather than a replacement for more formal handbags. Its signature bandannas are produced in a rare South Carolina factory before assembly in Europe.

Campana sees the rising popularity of the bag as indicative of a larger reframing of motherhood, one where maternal identity is integrated into everyday style rather than treated as a temporary phase. While social media has amplified visibility, the change is described as systemic, transforming how women present themselves.

Customization, including embroidery of names and color variations, has been central to the brand’s early success, creating a direct connection with customers. Many American buyers pre-order personalized bags online to collect them during visits to Paris at locations like Le Bon Marché or request hotel delivery. Though ready-made bags are increasingly available, bespoke orders remain a substantial portion of sales, with American clients sometimes spending up to $3,000 weekly on customized pieces. Parisian customers typically order at a more moderate average of €250.

Campana describes the tote as a “Trojan horse” that introduces playfulness and color into the reserved Paris style, reflecting a fusion she dubs the “French American dream”: the melding of Parisian refinement with American visual culture. The bandanna motif, steeped in Americana, is transformed by a Parisian sensibility into a utilitarian yet stylish everyday bag suited to the rhythms of busy urban life.

Since its debut six years ago, the brand has gained traction both domestically and internationally, maintaining credibility in Paris while appealing strongly to American visitors. The bag functions as a contemporary Parisian icon for foreigners and a soft challenge to local style norms. As the brand expands, preserving customization and personal connection with customers remains a primary goal.

Call It By Your Name’s success marks an unusual loosening of traditional Parisian fashion codes by allowing women to publicly express a private, familial aspect through a playful, highly distinctive accessory—one name at a time.