The Journey, Illustrated by @atelierlou_art

For AW26, we invited Belgian illustrator Lou to interpret The New Society’s world through her own eyes.

 

 

Based on the coast of Koksijde, Belgium, Lou works intuitively, moving from pencil sketches to digital compositions where colour, fashion, music and storytelling come together. Her playful yet timeless approach felt naturally connected to The Journey, a collection inspired by movement, discovery and all the places, moments and stories we collect along the way.

 

 

For this collaboration, Lou brings the AW26 collection to life through her drawings, creating a new visual language around The New Society.

 

 

Her connection with The New Society began on the Belgian coast, at Babette in Oostduinkerke, where she used to work and where she first discovered the brand. Years later, her journey with The New Society continues in a different form: translating the spirit of AW26 into her own visual language.

"I’m drawn to things that last. Images, feelings, moments. That’s what I try to bring into everything I make”

 

 

For The Journey, Lou’s illustrations travel across our different worlds, from Kids, to Teen and finally Woman, capturing the personality of each collection while creating a common thread between them.

 

 

When she’s not illustrating, Lou is DJing or wandering somewhere new with a sketchbook, always collecting new colours, places and moments along the way.

And perhaps that is what makes her such a natural fit for The Journey: the curiosity to keep moving, discovering and turning what we find along the way into something that lasts.

We absolutely love her work and couldn’t be happier with the result.
If you’d like to discover more about her, you can do so here @atelierlou_art