Louise Chen, founder of LOU

The Female Founders Campaign is The W’s editorial platform dedicated to women who build brands from lived experience, transforming personal insight into purposeful design. In this edition, we spotlight Louise Chen, founder of LOU, a Perth-based swimwear, intimates and activewear label created to celebrate women with small chests. What began as a response to the persistent absence of representation in fashion has grown into a brand rooted in self-acceptance and confidence. LOU is not only an abbreviation of Louise’s name, but a statement of intent, standing for Love Ourselves Unconditionally. Through considered design and a deeply engaged community, Louise challenges narrow ideas of desirability, offering women the freedom to feel sexy, assured and fully at ease in their own bodies.