\n\tThe 430-square-foot shop-in-shop, which bowed on Friday, is located on the fourth floor alongside brands such as Chlo\u00e9, Proenza Schouler, Isabel Marant and Toteme.<\/p>\n
\n\tCofounder and creative director Chlo\u00e9 Harrouche said the opening marks the first step of its U.S. expansion, with plans to open a standalone store in New York City next year.\u00a0<\/p>\n
\n\t\u201cIt\u2019s a very big market for us,\u201d she told WWD. \u201cOur corner at the department store is quite large and will allow us to express ourselves in a way that is more consistent with our DNA.\u201d<\/p>\n
\n\tThe design of the space is meant to evoke a sleek, Art Deco-inspired Parisian apartment, inviting visitors to touch and try on the pieces, in tune with Harrouche\u2019s policy of sourcing quality materials designed to stand the test of time.\u00a0<\/p>\n
\n\t\u201cThe brand is deeply inspired by Paris, by France and its heritage \u2013 far removed from clich\u00e9s of the Parisian woman in a beret carrying a baguette,\u201d she said.<\/p>\n
\n\t\u201cIt offers a modern wardrobe that is effortless in the best sense of the word \u2013 uncomplicated yet substantial \u2013 with a well-curated selection that meets our customer\u2019s needs but still has that instinctive, desirable appeal,\u201d Harrouche added.<\/p>\n
\t\t\t\t\t\t![\"Chlo\u00e9](\"https:\/\/wwd.com\/wp-content\/themes\/vip\/pmc-wwd-2021\/assets\/public\/lazyload-fallback.gif\")
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\t\t\t\t\tChlo\u00e9 Harrouche<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Loulou de Saison<\/p>\n
\n\tLaunched in 2019 as Loulou Studio, the brand began as an outgrowth of Harrouche\u2019s earlier career as an Instagram influencer.\u00a0<\/p>\n
\n\tRebranded Loulou de Saison in December 2024, it switched gears last year with the opening of a second Paris store in Saint-Germain-des-Pr\u00e9s and a redesign of its e-commerce site.<\/p>\n
\n\t\u201cWe aim to add a third store in Paris very soon,\u201d said Harrouche, who is targeting an opening early next year at the latest.<\/p>\n
\n\tAlready present at the Galeries Lafayette<\/a> flagship in Paris since 2024, the label launched a corner at the French department store\u2019s branch in Nice in May, with another planned in Bordeaux in October. Last week, it unveiled a concession at Le Bon March\u00e9 in Paris.<\/p>\n \n\tBorn and raised in Paris, Harrouche was steeped in fashion from a young age, describing her memories of her grandfather\u2019s shoe workshop as a formative experience. After studying at the Formamod fashion school, she interned at press offices and magazines and began advising fashion brands, before developing her audience online.<\/p>\n \n\tTogether with cofounder and chief executive officer Ugo Bensoussan, Harrouche launched Loulou de Saison as a knitwear label and has gradually expanded into other categories such a tailoring, denim, leather and swimwear, most recently adding shoes and handbags in 2024.\u00a0<\/p>\n \n\tOn Sept. 30, the label will hold its fourth presentation on the official calendar<\/a> of Paris Fashion Week<\/a>.<\/p>\n \n\tIt offers a complete wardrobe, with streamlined pieces designed to transcend seasons and appeal to a multigenerational consumer. Harrouche said she wanted to simplify dressing for multitasking women like herself.<\/p>\n \t\t\t\t\t\t \t\t\t\t\tA detail of the Loulou de Saison corner at Bloomingdale\u2019s in New York City.<\/p>\n \t\t\t\t\t\t\t\t\tCourtesy of Loulou de Saison<\/p>\n \n\t\u201cWho has the time to spend two hours getting ready in the morning?\u201d she questioned. \u201cI need pieces that work, in the sense that they\u2019re comfortable, yet keep me looking elegant and boost my self-confidence. They enhance women, rather than overpowering them.\u201d<\/p>\n \n\tThe brand logged revenues of 15.5 million euros in 2025, up 3.5 percent year-on-year, and has projected sales of 20 million euros in 2026 after a strong start to the year. Loulou de Saison is available in 338 points of sale in 44 countries, with wholesale representing 70 percent of its revenues.\u00a0<\/p>\n \n\t\u201cIn 2027, we would also like to expand into Asia and the Middle East with the support of our existing partners,\u201d Harrouche said. \u201cThe plan is not to have a store on every street corner, but to establish gradually a strategic retail<\/a> presence.\u201d<\/p>\n<\/p>\n