Loulou

For shoppers building a wardrobe of quiet, long-wearing pieces, the label tends to land well. Founded in Paris in 2019 by Chloé Harrouche, the brand stakes its reputation on minimalist knits cut for drape and everyday rotation rather than seasonal noise. If you favour neutral palettes, relaxed silhouettes and pieces meant to be worn for years, it reads as an investment rather than an impulse. If you chase logos or fast-changing trends, look elsewhere.

The label leans on multi-ply cashmere construction, and stockists routinely describe its knits as built from four- and six-ply yarns for weight and longevity, with fibre sourced from Inner Mongolia. The heavier plies are what give the sweaters their substantial hand-feel and resistance to thinning over time. As always, treat any single retailer's spec sheet as the final word before you buy, since composition can vary across styles.

Yes. The house that launched as Loulou Studio now trades as Loulou de Saison, and you will see both names used by retailers, sometimes interchangeably on the same product. It is the same Paris-based brand founded by Chloé Harrouche, so a piece listed under either name is from the same maker. The rename does not signal a change of designer or ethos.

Chloé Harrouche founded the brand in Paris in 2019, after a career in fashion consulting, to make the elevated essentials she felt were missing from the market. The house frames its approach around dressing with intention rather than excess — simplicity over spectacle, timelessness over trend, and a slower rhythm of buying. That manifesto is why so many of its pieces read as foundational wardrobe staples.

The brand's signatures lean toward relaxed, drape-forward shapes, so many of its sweaters and cardigans are designed to sit loosely rather than cling. If you prefer a closer fit you may want to size down, and if you love the slouchy editorial look the listed size will usually deliver it. Because cuts differ between styles, check each product's specific measurements rather than assuming one size carries across the range.

Treat it the way you would any fine multi-ply cashmere: hand-wash cool or use a dedicated wool cycle, lay flat to dry rather than hanging, and store folded to protect the shape. Gentle de-pilling with a comb keeps the surface smooth as the fibres settle. Heavier four- and six-ply knits tend to hold up better than thin cashmere, but the care discipline is what makes them last seasons rather than months.

It carries a degree of institutional standing well beyond an Instagram-era startup: the house is listed by the Fédération de la Haute Couture et de la Mode, the body that oversees Paris fashion. It also operates its own boutiques in Paris alongside placement in well-known specialty stores worldwide. That combination of a dedicated retail footprint and federation recognition is part of why it is taken seriously as a quiet-luxury label.

Knitwear is the heart of the line — sweaters and cardigans in soft, draped cashmere are the pieces most often singled out by editors and stockists. Around that core the brand builds elevated everyday essentials in muted, classic tones meant to mix easily within a capsule wardrobe. If you are buying your first piece, a neutral cashmere sweater is the most representative entry point.

Against established Parisian cashmere houses, Loulou de Saison positions itself as a younger, founder-led label with a tighter, more edited point of view rather than a sprawling catalogue. Its appeal is the studied minimalism and drape that built its early following, often at a more accessible point than legacy luxury knitwear. The trade-off is a newer brand with a shorter track record, so the choice comes down to whether you value heritage or a fresh, focused aesthetic.

The house frames itself around a slower, more considered approach to fashion — fewer, better pieces designed for longevity rather than disposability, which is itself a form of responsible consumption. For specifics on fibre traceability, animal-welfare standards or supply-chain certification, the official site and a piece's own product page are the sources to check, since published detail can vary by collection. Buying for longevity is the most reliable way to keep any cashmere purchase sustainable.