"Lou de Bétoly is not a real person. She's sort of a persona, a blue-blooded invention, the kind who might wear a string of pearls and a scuffed-up Chanel 11.12 bag to the dingiest club. "It's an anagram of my birth name," says Odély Teboul, the French designer behind the Berlin-based label, "but it's also an alter ego. The 'de' is very aristocratic - I wanted to play with that, with the idea that as an artist, I can be whoever I want.""
"She moved to Paris at 18 to study fashion, describing her early years in the city as a crash course in culture and creative solitude. A few years later she landed at Jean Paul Gaultier's atelier assisting with knitwear and haute couture embroidery. "It was a very analogue way of working," she says. "Photocopies, draping by hand - I loved it.""
"In 2010, she moved to Berlin and co-founded a critically admired label called Augustin Teboul, known for its black-on-black surrealist glamour. But after her business partner left, she started again entirely on her own terms. "I didn't want to do what people tell you success is," she says, deciding to eschew commerciality. "I'm bad at simple garments. I don't feel that's what the world is missing.""
Lou de Bétoly is a Berlin-based label conceived as a blue-blooded persona and alter ego of French designer Odély Teboul. Teboul began practising cross-stitch, crochet and knitting from age five. She moved to Paris at 18 to study fashion and later assisted in Jean Paul Gaultier's atelier on knitwear and haute couture embroidery. In 2010 she relocated to Berlin and co-founded Augustin Teboul, known for black-on-black surrealist glamour. After her business partner left, she rebuilt independently, rejecting commerciality and simple garments. She founded Lou de Bétoly in 2018 to produce couture-inspired, upcycled pieces that utilise embroidery, crochet and knitwear for a dark, sensual edge.
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