branchouille

Branchouille is a French pejorative noun and adjective used to describe a person who is extremely conscious of social trends and seeks to project a fashionable image, often in a superficial or performative way. The term connotes affectation and a desire to be seen as in or cool, sometimes with a sense of irony directed at self-styled trendsetters. In common usage, a branchouille is someone who emulates contemporary trends—clothing, music, digital culture—to a degree perceived as inauthentic or poseur-like.

The word derives from branché, meaning connected or fashionable; the suffix -ouille amplifies the meaning, producing a somewhat derisive term. The formation is characteristic of French slang and gained prevalence in the late 20th century, particularly among younger speakers and in media satire.

Branchouille can be used as a noun (un branchouille, une branchouille) or as an adjective to describe branchouille traits. It is generally gendered in form, but in practice the masculine form is common in generic usage. It tends to target urban, youth subcultures associated with mainstream or high-profile brands, digital culture, or nightlife. It often overlaps with the term poseur, but emphasizes trend-chasing rather than mere affectation.

In contemporary usage the term is mostly found in informal writing and media commentary and is sometimes used self-referentially by young people to mock excessive trend-consciousness. Critics view branchouille as a marker of superficiality in consumer culture, while supporters may see it as a playful social label rather than a serious insult.