Why I Started Chouchou & What It Means To Me...
As an underwear lover since birth, I wholeheartedly believe that what you wear underneath your clothes is equally, if not more, important than what's on top.
The underwear you chose each morning has the power to make or break your day, but for far too long we have had only two options to pick between: everyday knickers, which lack quality and style, and luxury lingerie which whilst beautiful, is expensive and impractical.
Chouchou was born in 2019, out of my desperate need for high quality, affordable intimates, that were comfortable enough for every day but cute enough for date night.
Chouchou Intimates takes iconic lingerie styles and re-invents them for the modern girl, challenging the typical notions of what is “sexy”.
Chouchou has never been, nor will ever be, a brand that caters to the male gaze. Each new style is designed to help you express your personality and make you feel empowered in your own skin.
WHO IS CHOUCHOU?
Chouchou Intimates is an Australian intimate apparel brand, celebrating the diversity of women and empowering them through an overhaul of their ‘everyday’ underwear drawer.
Chouchou has banished the spectrum of 'special' vs 'comfortable'. We make practical underwear with that ‘special occasion’ feel for all of life’s moments. Chouchou underwear doesn’t have an ulterior motive, it is a reflection of personality and a confidence kickstarter.
what is chouchou?
Pronounced [shoo • shoo]
1. An affectionate French term of endearment for a person of unparalleled love, the one who makes your world go ‘round!
2. A person who is preferred over others and towards whom all attention is targeted.
In other words, Chouchou is the favourite.