About Tamashii.
“Tamashii” means soul in Japanese, a dual foundation for the creator Lilou.
The first refers to the brand’s philosophy, its craftsmanship, and its more ethical and slow fashion choices, and the second is a tribute to Paris – particularly to the Faubourg Saint-Honoré, soul of Parisian fashion, the historic square of designers who make the “French touch” shine throughout the world.
Tamashii is also the story of a meeting in Nepal and a shared love for local craftsmanship, along with the desire to bring it to the international stage with a gentler, more ethical approach for everyone.
During her journey through Asia, the creator, Lilou, was captivated by the beauty and the craftsmanship of the materials.
The bonds she formed with a world of artisans and cashmere experts fascinated her so deeply that she would spend entire days immersed in it.
It was also there that the idea took root for a line of essential yet decidedly stylish sweaters, conceived in timeless colors and designed to transcend seasons without ever going out of fashion.
© Copyright Roxane De Almeida
About Lilou.
Graduated in Political Science with a specialization in International Relations, Lilou R. Elm has been fascinated from an early age by travel, cultures, and art in all its forms. Her first encounters with craftsmanship came during her travels in Morocco, where she discovered seamstresses, tanners, potters—those skilled hands shaping both society and history.
Aware of the emotional impact objects can carry through the memories they represent, she grew increasingly disheartened over the years by the rise of garments that barely last a season: a forgetfulness of style, the disappearance of heritage, a reality that made her question the relationship between clothing and the world at large.
After a few years in the corporate world, where she felt confined, Lilou embarked on several long journeys across Asia. Her curiosity for this intense, mysterious, and disciplined universe kept growing stronger.
It was after a year spent between India and Nepal that she encountered the world of cashmere—its artisans and producers.
A twist of fate that would completely transform the trajectory of her life.
Guided by the meeting of a true family in the heart of Kathmandu, she discovered that cashmere comes from Mongolian goats, living freely and combed only once a year, and that this community of local specialists worked under fair and respectful conditions. That is when her vision became clear: to create sustainable, ethical sweaters that celebrate both local craftsmanship and the elegance of French style.
"We all want a sweater we can wear on every occasion, one that makes us feel both beautiful and comfortable, a piece so entwined with our story that it becomes hard to part with—yet one day, we will pass it on to someone dear, giving it a second life.
Tamashii is not a revolution in design, but rather a humble gesture—minimalist lines pointing toward a more committed world, in a field that may at first seem trivial.
Lilou.
