This season Spanish wardrobes are filling up with something that came from France: romantic blouses with floral embroidery, lace dresses, linen and cotton, and a palette that goes no further than white, cream and muted tones. The aesthetic has a name - romantic boho - and three brands lifted it: Sézane, Rouje and Doên.

What the trend is really selling is not the garment but the scene. The visual logic of these photographs is always the same: someone in a linen blouse, in a courtyard in the French countryside, in late-afternoon light. They are not selling a blouse. They are selling an afternoon. It is an old commercial technique, but this time it is packaged so well that even the price looks reasonable.

On the garments themselves: the blouses have a slightly flared cut, structured shoulders, voluminous sleeves or thin straps, and necklines that keep getting lower. The fabrics are light and breathable, which in August is a practical decision rather than a stylistic one. Midi dresses with embroidery or brocade are pitched as something that works for travel, for lunch outdoors and for dinner alike.

There is one honest argument in the trend's favour. Unlike most fashion cycles of recent years - where every season demanded a new silhouette, a new length, a new waistline - this cut suits almost every body. A linen blouse with a wide sleeve does not ask you to look a particular way. That is a rarity in an industry that earns most when it convinces you something about you is not right.

And now the other side. Zara has just launched a collection containing floral-embroidered tops, matching shorts and skirts, and white dresses with a feminine silhouette - almost everything that defines Sézane and Rouje, only at an incomparably lower price. That is the mechanism that has been running for decades: somebody creates an aesthetic, somebody else replicates it in ten days.

Here the trend arrives late, but in a rather convenient form. Linen, cotton, embroidery, muted colours and a loose cut are exactly what has been sitting in wardrobes and grandmothers' chests across Macedonia for generations - it just was never called boho there and was never paid for in euros. When a trend revolves around an embroidered blouse in a natural fabric, this is one of the rare cases where following fashion does not require spending.

The question worth asking before buying is simple: do you need that blouse, or do you need that afternoon from the photograph? If it is the second, the blouse will not deliver it.