ABOUT
Loulou de Saison was born in 2019 in Paris from a simple idea: to create a space where effortless elegance meets everyday inspiration. At the time, its founder, Chloé Harrouche felt something was missing in the world of style, an approach that celebrated the Parisian individuality, creativity, and the beauty of dressing with intention rather than excess.
What began as a personal passion for curated fashion, seasonal aesthetics, and storytelling quickly grew into a brand. Loulou de Saison was built on a desire to share a unique point of view: style as a mood, a moment, and a way of expressing who you are. With a keen eye for detail and a love for timeless pieces, the brand started shaping its identity through thoughtful content, refined visuals, and a warm, relatable voice.
2019 marked the start of a journey. From a small idea to a growing community, Loulou de Saison has evolved into a trusted destination for inspiration. One that reflects the founder’s belief that style should feel natural, personal, and beautifully lived-in.
Loulou de Saison’s vision is shaped by Paris, contemporary clarity, and the pursuit of understated elegance. Guided by an understanding of how women move through their days, the brand designs pieces that honor both practicality and poetry. Each garment begins with a study of silhouette, texture, and proportion, resulting in essentials that feel instinctive to wear and quietly expressive. Familiar shapes are revisited through a refined, feminine lens and brought to life with natural fabrics, subtle tactility, and fluid lines.
At its core, Loulou de Saison celebrates a way of dressing that is intuitive and personal, never dictated, always inspired. Its aesthetic reflects the harmony between Parisian ease and contemporary sophistication: clean cuts, soft tones, harmonious palettes, and a quiet confidence that transcends trends. Every element of the brand, from its visual universe to its styling philosophy, is crafted to evoke calm, clarity, and intention.
This spirit is perfectly embodied in the brand’s emblem: a seashell with a talisman-like presence, delicate yet resilient, protective yet poetic. A symbol of quiet strength, natural beauty, and the refined simplicity at the heart of Loulou de Saison.
MANIFESTO
We believe in the beauty of simplicity - In a world overflowing with noise, Loulou de Saison stands for clarity. Clean silhouettes, soft textures, and thoughtful choices that elevate the everyday. Style does not need excess; it needs intention.
We believe in timelessness over trends - Our approach is grounded in pieces that live beyond the season. Shapes that age gracefully. Colors that calm. Designs that feel familiar yet refreshingly modern. We honor longevity, not the rush of what’s fleeting.
We believe that confidence grows from comfort - True elegance begins with feeling like yourself. Our aesthetic blends ease and sophistication, creating a wardrobe that empowers without overwhelming.
We believe in subtle luxury - Luxury is not about ostentation it’s about refinement, detail, and the quiet pleasure of wearing something that feels just right. At Loulou de Saison, understatement is the ultimate statement.
We believe in authenticity - Fashion is personal. It reflects mood, movement, and moments. We embrace an intuitive approach to dressing, encouraging a style that evolves naturally with each season of life.
We believe in a slower rhythm - We are inspired by the art of taking time, time to choose, to appreciate, to enjoy. Our philosophy celebrates quality, calmness, and the soft power of restraint.
Loulou de Saison is today more than a vision — it is a living, growing presence in the world of contemporary fashion. The brand is carried by a curated selection of boutiques and specialty stores across the globe, chosen for their alignment with Loulou de Saison’s aesthetic and ethos.
In Paris, Loulou de Saison maintains three signature boutiques, each offering a unique experience of the brand’s world. These shops serve as both havens for timeless style and intimate touchpoints where customers can explore the pieces in person, feel the materials, and immerse themselves in the curated atmosphere of the brand.