Loulou is a New Zealand born fashion brand made for the women that are craving a softer, slower, more intentional rhythm of life, while still being ambitious, stylish, and multifaceted.

Rebranded in 2025 by Brooke McHardy, Loulou sets out to be a space of calm in the modern woman's busy lifestyle. With a design aesthetic of minimalist meets 70s we will create well-made, flattering clothes that are simple enough to be versatile, but with some subtle nostalgia so they don’t look like everybody else.

Balancing soft and luxurious fabrications with a durability for everyday life, they’re designed to be worn day-to-day yet feel special enough to make you feel beautiful and confident. They’re the pieces you reach for on a daily basis because of how they make you feel and then have them on repeat because of how they make you look.

We’re here for an easier approach to style, designed for the woman who’s balancing many roles, but choosing to savour little moments everyday.