Loulou Studio

Loulou Studio was founded in 2018 in Paris by twin sisters Charlotte and Lou de Saint-Jorre as a contemporary womenswear ready-to-wear label specifically focused on what they described as 'investment-piece-anchored Parisian-luxury essentials.' The brand's foundational thesis was specific: produce a deliberately small, deliberately edited collection of cashmere, wool, silk, and leather pieces at a contemporary luxury price tier (€400-€2,000) with the editorial focus on each season being a small curated edit of investment pieces rather than a broad seasonal collection. The Loulou Studio vocabulary settled around several recurring elements: oversized cashmere knit cardigans and pullovers in Italian-mill cashmere, deliberately-slouchy wool trousers and tailored jackets, silk-and-modal slip dresses in soft palettes, the brand's iconic 'Bocas' fringed scarf, and a colour palette anchored to ivory, soft-pink, bone, charcoal, washed-black, navy, and the brand's recurring use of taupe-and-camel tones. The brand's product photography — anchored to soft-natural-light editorial-shot home interiors and Parisian-apartment settings — has been a defining visual force in the brand's Instagram-and-direct-to-consumer marketing voice. The brand is independent and held by the de Saint-Jorre sisters. Loulou Studio operates a flagship retail concept in Paris (Rue de Charonne, the brand's home street) plus international wholesale through SSENSE, MATCHES, Net-a-Porter, Mytheresa, Lane Crawford, the Webster, Holt Renfrew, and a curated set of luxury specialty retailers globally. The brand has been one of the more quietly successful examples of post-2015 Parisian-anchored 'quiet luxury' womenswear, with the deliberately-edited investment-piece approach specifically anchoring the brand inside the broader 'quiet-luxury' conversation that has been rewritten since 2022.