'Folk luxe stands for what we want our holidays to be: relaxed, yet perfect. Completely laid-back, but just naturally stylish'
Folk luxe – this year's name for posh boho – is the guilty pleasure of summer trends. We scoff at it, but we still wear it. The same thing happens every year, as regular as clockwork: we get within touching distance of summer holidays and shop windows start filling up with peasant blouses and Gypsy skirts in spice market colours. And endless, endless rows of bugle beading.
We can't keep away from folk luxe, even now that it is a decade old and slightly embarrassing. This is because we are, as usual, expressing our aspirations and insecurities via the time-honoured medium of fashion. Folk luxe stands for what we want our holidays to be: relaxed, yet perfect. Completely laid-back, but just naturally stylish. The sort of holiday where you spend the days having long, lazy lunches in the shade, yet somehow pick up the perfect level of sun-kissed tan. Where there are a few bumblebees around for atmosphere, but no more mosquitoes than can be warded off with a terracotta-tubbed citronella candle. When you're buying your sheer cheesecloth blouse, or your slouchy, cross-body holiday bag, what you're really doing is scene-setting for this scenario in order to will it into life.
That's my theory, anyway. I could be wrong. It could simply be that we all harbour a secret, unquenchable, desire to look like Jools Oliver on a mid-noughties school run, but I like my theory better. And whatever our motivation, this trend isn't going anywhere – at least not as long as the French Vogue staffers are head-to-toe in cheesecloth, white jeans and floppy hat all summer, as they are now. It is worth noting that Parisiennes, in their maddeningly haughty Parisienne way, are entirely unembarrassed by the non-newness of this trend, and happy to splash out Isabel Marant prices for it.
Ah, yes, Isabel Marant… You can buy this look in any high street store in Britain, but if the paisley is fuzzily printed and the seams are fraying, it won't quite work. Which is why I am wearing a "peasant" style dress that costs £770. Relaxed perfection doesn't come cheap, a fact you will no doubt have been appraised of last time you booked a holiday.
• Jess wears dress, £770, by Isabel Marant, from Matches. Heels, £450, Jimmy Choo.
Styling: Melanie Wilkinson: Hair and makeup: Tonee Roberio using Mac Cosmetics