Naf Naf

Naf Naf is a French womenswear brand created in 1973 in Paris by brothers Gérard and Patrick Pariente, originally trading under the boutique name Influence in the Passage du Caire garment district. In the late 1970s the pair shifted from retailing other labels to designing their own collections for young women, and a quirky denim jumpsuit named Naf Naf became the catalyst for turning the nickname into the official brand identity. The piglet from the Three Little Pigs story was chosen as a playful emblem and helped fix the brand in the public imagination.

The label gained major traction in 1983 with its cotton jumpsuits sold as "ready to dye" garments in multiple colors, a concept that reportedly sold over three million pieces and pushed Naf Naf to international visibility. Through the 1980s and 1990s the brand built its reputation in France as youthful citywear targeted primarily at women in their late teens and twenties, later broadening the core audience to roughly 20 to 35 years. Alongside clothing, Naf Naf expanded into accessories and licensed categories such as eyewear, bags and small leather goods.

In collaboration with L'Oréal, Naf Naf entered fragrance in 1991 with its first scent, Une Touche de Naf Naf, distributed widely in mass and mid-market channels and noted as a strong commercial performer in the early 1990s. Subsequent perfumes, including colorful releases like Naf Naf Too, continued the brand's emphasis on playful femininity and approachable pricing. Since 2006 the fashion brand has been owned by French group Vivarte SA, while the Pariente brothers have remained closely associated with its direction, and more recently a dedicated Naf Naf Beauty line has introduced a new collection of eau de parfums that revisit the brand's themes of audacity, color and focus on women.