VOL. 05 — September 2026 This Month in Marieloulou

Hi hi.

September was BUSY.

It was a lot of laptop time. A lot of spreadsheets. A lot of planning, organizing, double-checking, emailing, scheduling, and making sure things actually happened behind the scenes.

Basically, a lot of the stuff that nobody really sees.

But all that boring work led to the biggest drop of the year so far, so honestly, it was worth it. Fall and winter are Marieloulou’s biggest seasons. This is when the brand really gets to be in its element: cozy layers, oversized fits, soft textures, and pieces that feel like home but still look put together.

And this month, we came in swinging.

Let’s get into it.

Homebody Is Here

The Homebody collection is officially out.

This was our biggest drop of the year so far, and I put a lot into making sure it felt right before launch. We did major shoots for this one, planned the logistics, locked in the visuals, and made sure every detail was ready because fall and winter are really where Marieloulou lives.

Homebody is for the days when you want to feel like yourself without trying too hard. Cozy, comfortable, easy to wear, but still put together enough to leave the house in. That has always been the balance I care about most.

The collection includes our brand new oversized scarves, which are 7'8" long, so you can wrap them, drape them, layer them, or basically style them however you want. They feel dramatic in the best way, but still super wearable.

We also released some of the comfiest crewnecks we’ve ever made, and I recently found out they’re reversible, which makes them even better. Two looks in one piece, which is very much the kind of accidental win I love.

This collection feels like Marieloulou at its core: soft, cozy, useful, and still cool without trying too hard.

Take a look at Homebody if you get a chance. I really love this one.

Deloulou Updates

Our little side quest keeps growing.

Deloulou now has an indoor seating area, which means you can finally escape the Texas weather and actually stay awhile. And trust me, that matters. Texas heat does not play.

It has been so cool watching the coffee shop become more than just a place to grab a drink. People come in, sit down, talk, work, hang out, meet up, and make it part of their day. That part never gets old to me.

We also hosted our first fall marketplace with a lineup of amazing vendors and announced the fall menu. Thank you to everyone who came out. The community showing up for this place has been one of the best parts of opening Deloulou.

I’ve met so many amazing people since opening, and it still feels wild that this all started as an idea with my friends. Now it is a real space with real people and real energy, and I am just very grateful for it.

Current Obsessions

The swirly set.

This month, I took a Cozy Cowboy Essential crewneck and hand-sewed chunky cord onto it in a swirl. Then, obviously, I had to make sweatpants to match.

It is slow, hands-on work, but that is exactly why I loved it. After so much computer time this month, I really needed something physical to do. Something I could touch, build, stitch, and watch come together piece by piece.

The swirly set became that creative outlet.

There is something so satisfying about taking a simple piece and adding a detail that completely changes its personality. The swirl makes it feel playful, textured, and kind of hypnotic. It is cozy, but not quiet. Which is very much my favorite lane.

Sometimes the best ideas are the ones that make you slow down long enough to actually enjoy making them.

Behind the Scenes

Most of September happened on a laptop.

Very glamorous, I know.

I organized logistics with my incredible team, planned launches, lined up PR, worked through timelines, and made sure all the pieces were moving in the right direction. We are also preparing to send Marieloulou pieces to some people who really represent what we stand for, which is exciting and also a lot of work.

This is the unsexy part of running a brand.

It is not the photoshoot. It is not the design moment. It is not the finished product or the launch day. It is the spreadsheets, emails, sample tracking, product details, planning calls, and all the little things that have to happen so the fun parts can actually exist.

I used to think the creative part was the whole thing. Now I understand that the behind-the-scenes work is what protects the creative part. If the logistics are messy, the ideas cannot land the way they are supposed to.

So yeah, September was a lot of laptop time. But it also reminded me that building something real means learning how to manage the boring stuff too.

What’s Coming

My brother and I are going on a road trip across the country.

We are going to hit five states, the mountains, and some national parks. We will be driving a lot and shooting content for all the Marieloulou fall collections along the way.

This is our first trip together without our parents, so it is definitely going to be an adventure.

I am really looking forward to the time with him. Life gets so busy, and I feel like moments like this matter more than you realize while you are living them. I am excited to make content, obviously, but I am also excited to just be on the road together, see beautiful places, talk, laugh, probably get annoyed with each other at least once, and make memories that feel bigger than work.

The fall collections deserve a setting that feels as cozy and dramatic as the pieces do, and I cannot wait to see how everything comes together.

What I Learned the Hard Way

Time is the most valuable thing I have.

I have been running a million miles an hour and still wishing for five more hours in the day. There has been so much on my plate, and honestly, I have been in a bit of a creative rut because of it.

That made me look really hard at where my time is actually going.

And I realized I was spending too much of it on things that do not matter.

Not in a dramatic way. Just in a real way. Little distractions. Conversations that do not add anything. Habits that eat up time. Moments where I could have been resting, creating, learning, or spending time with people I love, but instead I was giving energy to things that were not helping me grow.

So I am trying to be more intentional.

I want quality conversations. Quality books. Quality work. Quality rest. Situations that actually teach me something or make me feel more like myself.

The biggest realization is that time with my family is one of the most important things I can give. None of us have unlimited time with each other. That sounds obvious, but when you are moving fast all the time, it is easy to forget.

I do not want to be so busy building my life that I miss the people who make it matter.

That has been sitting with me a lot.

September Mood

September was a lot of work, but it was also proof that the work is working.

Homebody launched. Deloulou grew. The fall energy started. The behind-the-scenes pieces moved. The next adventure is already waiting.

I am still ambitious. Still tired sometimes. Still figuring it out. Still excited for what is left of this year.

Thanks for being here.

Conformity kills.

Lou