This invention relates to a new and distinct June-bearing cultivar of strawberry plant named `L'Amour` primarily adapted to the growing conditions of west central New York and other regions of similar climate. The new cultivar is primarily characterized by strong vigor, large flowers, longer than broad fruit, conical fruit shape, uniformity in shape between primary and secondary fruit, bright red fruit color, glossy skin, very firm fruit flesh, large reflexed calyx, and long pedicels and fruiting trusses.