It is with immense pride that I announce that Louve is a sponsor of the 2026 edition of L'amour est dans le pré. For me, this partnership isn’t just great visibility for the brand… It’s above all a dream I’ve carried for a long time, a dream that goes back to the days when Louve was still just a small artisanal business.
Before you continue reading, note that during the show you’ll see our ad featuring clothes from our brand‑new spring/summer collection, which will start launching on January 23. Click here to discover the first revealed pieces, and here to be among the first to shop them by subscribing to our exclusive newsletter.
Why L'amour est dans le pré?
In Louve, there’s Love, and I’m someone who loves love. It’s the most beautiful emotion in the world... the one that brings us together and brings us back to what truly matters. L'amour est dans le pré is real, simple, heartfelt. No fuss, just authentic humans looking to build a solid and lasting relationship.
What I love about this show is how deeply it reflects what Louve is. The contestants are artisans of the land; we are artisans of sewing. We work for the people, for “real folks,” with our hands and our passion. Six years ago, I was watching the show with my sister when I saw a contestant wearing a Louve hoodie. I turned to her and said:
“One day, Louve will sponsor L'amour est dans le pré.”
That’s when my vision was born.
When Everything Aligns
The connection between Louve and L'amour est dans le pré has grown even more naturally in recent months. The farmer Tommy is from Maskinongé, near St-Sévère, and with the recent purchase of Rien ne se perd, tout se crée, I felt the stars aligning. The women from Rien ne se perd knew and spoke about him with so much enthusiasm that it gave me the push I needed to try again with the show’s team.
I had tried in the past, but the timing was never right. This time, as soon as I reached out, the response was positive. Everyone was excited! It was a big collective “Go.” I felt like life was telling me: “Go for it, now is the time!”
What This Partnership Represents
To me, this partnership means that Louve is ready. As an artist, you never feel completely ready to dive into something so big. But today, with the incredible team around me, I know who I am and where I’m going. The purchase of Rien ne se perd was a turning point! I literally bought myself a dream team, and I feel blessed.
This partnership comes at the perfect moment to help everything around Louve flourish - from production to the team, the website, and the designs. We’re entering a new stage, stronger and more confident than ever.
What’s Next
The coming months will be filled with excitement. We’re working hard, and we’ll ask our Louves for a little patience between restocks. Our hope is to collaborate with L'amour est dans le pré for many years to come, to grow Louve and Rien ne se perd, to create more jobs, and eventually to open more physical stores! Oh yes, it’s a dream I’m manifesting wholeheartedly.
And because inspiration always strikes at the perfect moment, this partnership has sparked the creation of a cowgirl collection, launching this spring in a limited edition!
Thank you for being here, for believing in us, and for being part of this adventure.
With all my love,
Véronique 🐺💛