Since its creation in 2019, Parisian brand Loulou de Saison is preparing to take a decisive step forward with the opening of a new workshop-showroom and a strategic fundraising campaign. Embodied by designer Chloé Harrouche, the brand is confirming its transformation: the former inspirational Instagram account has become a true ready-to-wear label whose growth is accelerating. Located in a space that will open its doors in July 2024, the brand champions a refined and structured aesthetic, striking a balance between classic elegance and resolutely contemporary minimalism.
An architectural signature
Loulou de Saison, launched by Chloé Harrouche, imposes a vision where sophisticated essentials meet typical French simplicity. The brand's signature style is based on surgically precise cuts and contrasting volumes. According to the official presentation, the brand's DNA is built on a constant tension: a feminine sensibility that appropriates the codes of the male wardrobe to structure the silhouette.
The demands of the material
At Loulou de Saison, luxury begins with the feel of the fabric. The brand exclusively uses high-end fabrics to create its collections. As highlighted in descriptions by retailers such as SSENSE, the brand works with noble materials such as Mongolian cashmere and Portuguese cotton, often treated in a radical monochrome palette. This quest for quality is based, as Liberty London notes, on long-standing partnerships with workshops and suppliers who guarantee masterful craftsmanship.
The new Parisian chic
The label positions itself as a modern iteration of Parisian chic, combining clean lines and timelessness. The brand cultivates paradox: an apparent simplicity on the surface that conceals complex construction details within. This architectural approach appeals to a discerning clientele seeking luxury basics that stand out for their cut rather than their ostentation.
Growth strategy and outlook
The company's commercial development is entering an aggressive phase. To strengthen its financial structure and accelerate its expansion, particularly in the United States and Asia, Loulou de Saison is offering to open up 20% of its capital. The objective is twofold: to finance the expansion of its points of sale and to forge solid international partnerships.
However, this opening up of capital comes with a major governance challenge. The crucial issue for the company will be to maintain its creative integrity while continuing its internationalization. While the contribution of external investors is a powerful lever for distribution, the recent history of luxury goods shows that it is imperative not to dilute the soul of the brand. The decisions taken between now and 2025-2026 will determine whether Loulou de Saison will succeed in establishing itself as a sustainable player in the accessible luxury market or whether it will remain a niche success story.