Behind the scenes of Excuse My French, a lifestyle and fashion brand that blends French heritage, family values and a strong focus on sustainability.
Founded eight years ago by OLIVIA BUCHON, Excuse My French is a French-inspired brand rooted in craftsmanship, sustainability and timeless design, across clothing, accessories and home décor products. After starting her career in France, Olivia spent 10 years in California, where she founded her first brand. She then lived in Australia for several years before settling in Hong Kong 15 years ago. Her mission has always been clear: to create timeless fashion while respecting people, materials and the environment.
“I imagined Excuse My French as a family concept store – a warm, welcoming place where women, men and children can find pieces to live in, not just wear,” says Olivia. “It’s a convivial space where shopping feels emotional and human, where people come to discover and feel at home. EMF is also a community driven universe, where style meets comfort and every piece becomes part of everyday family life.”
What you’ll find at Excuse My French
Olivia says that the two Excuse My French fashion boutiques in Hong Kong (EMF) don’t just offer a wardrobe, but an experience – “a multi-sensory journey where sight, touch and atmosphere converge, and where every piece tells a story.” The choice of products is very deliberate: these are items that are produced in limited quantities, and which honour craftsmanship, transparency and fair partnerships.
Vibe, EMF’s signature collection, began as a simple T-shirt and has grown into a complete wardrobe – it’s timeless, accessible and designed for the whole family. These pieces are not only comfortable and easy to care for, but they’re also perfectly suited to Hong Kong’s climate.
Cashmere has become another signature of the store. Olivia describes the line of soft knits as having “gentle hues and pointelle details that turn every piece into a quiet, enduring poem.” Over time, she has expanded the fashion range with silk and denim, bringing chic and effortless essentials to the wardrobe.
EMF also offers a curated, complementary selection of products from its French partners, particularly in lingerie, shoes and accessories. The pieces are designed to move with the body and enhance femininity – “they embody a warm embrace where craftsmanship meets beauty,” adds Olivia.
Unique shopping experience
The aim at Excuse My French is to make shopping more than just a transaction, but also a moment to slow down, explore and connect with the products. “These pieces are meant to be lived in, loved and passed on,” says Olivia. “So, every visit is an invitation to experience fashion with meaning.”
At sunset, the boutiques transform into a place to linger and enjoy the company of family and friends. What’s more, the Repulse Bay store offers a one-of-a-kind view in Hong Kong – a rare setting where beach life meets fashion. As the day fades into evening, you can enjoy not just the shopping, but the atmosphere and beach vibes.
Home & Lounge: French craftsmanship
EMF has a home décor focus too. This began with a curated selection of cushions and has since expanded into a wide spectrum of products, with textures and muted tones that help to create calm, intimate spaces
This ethos of a calm home space extends to the Cashmere Loungewear Collection, which features soft, flowing silhouettes that are warm and elegant. It’s available in a range of colours.
Excuse My French – In The City
75 Hollywood Road, Central | 9827 2701
Excuse My French – By The Beach
Shop 201E, Level 2, The Pulse,
28 Beach Road, Repulse Bay | 9812 2170
Our article on this French fashion brand first appeared in Expat Living magazine in Hong Kong. You can buy the latest issue or an annual subscription or read the digital version for free now!
