The Coolest New Knitwear Brand To Know

We’ve lost count of the amount of times we’ve ogled Loulou de Saison’s Instagram. One of Paris’ coolest women and one of the street style set’s most papped members, her style is a favourite of fashion fans thanks to her quirky and always elegant take on the hottest trends.

So, naturally, when we heard she was launching a brand, it was a pretty big deal. Loulou Studio is surprisingly pared-back, currently featuring a small capsule collection of great cashmere knits, in a range of muted, wearable colours that her fellow Insta-stars are already wearing in their droves. We chatted to the influencer and designer about her latest venture…

I decided to launch Loulou Studio when I felt I was missing some essentials pieces in my wardrobe, and I couldn’t find them in the shops.

I chose knitwear because my partner worked in cashmere production for 15 years. If I was going to launch my own collection, it was really important for me to create product I was knowledgeable about, and not just a brand for the sake of a brand.
I designed this collection to find the perfect knits with the right shapes, where luxury all comes down to details. But I wouldn’t rule out expanding into other areas – there are plenty of essentials out there.

I design all the pieces myself – I went to design school. I couldn’t possibly name a favourite piece, but it’s the best feeling when a finished design is finally made. It’s so exciting when you can see and touch the idea you’ve been trying to express.
I love that you can style the sweaters in so many ways. I wear them with everything; with old Céline pants, a pair of jeans, some tailoring pieces but also with something less classic like a Prada leather dress (as my friend Linda Tol wore during MFW) or a silk dress or skirt.
There are so many designers I look up to – I love JW Anderson for his own brand and Loewe, Miuccia Prada and Jacquemus to name a few.

My inspiration is the women around me who juggle so many things and are always busy multitasking. My task was to create something to help them to be comfortable but still chic and confident in their clothes.

My own personal style is – I hope – chic, effortless with a fashion twist.  I don’t have a uniform, but a boxy blazer with a cashmere sweater by Loulou Studio and fun pants are always more than welcome.
My S/S19 wishlist is topped by Chanel plastic mules. I dream about them! I also want a headband from Prada, and I am obsessed with the raffia gate bag by Loewe. But, If there’s one essential buy for spring, it’s the perfect jacket.

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