WHY I STARTED CHOUCHOU
For as long as I can remember, I've loved cute underwear. I've always believed that what you wear underneath matters just as much, if not more, than what's on top.
For far too long, we only had two choices:
✔ Everyday basics that lacked quality and style
✔ Luxury lingerie that felt impractical for daily life
Chouchou was born in 2019 out of a desperate need for a third option: high-quality, comfortable intimates that were comfortable enough for every day but cute enough for date night.
FOR WOMEN, BY WOMEN
At Chouchou, we challenge outdated ideas of what’s “sexy.”
Our pieces are designed to help you express your personality, feel empowered in your skin, and take up space confidently.
This isn’t about trends, or perfection - it’s about owning who you are, completely and unapologetically.
SLOW AND CONSIDERED
From the first sketch to the final stitch, our collections are made with purpose.
We favour quality over quantity, timeless shapes over fleeting trends, and comfort that doesn’t compromise on style.
Created for real bodies, real days, and real moments - because lingerie should fityou, not the other way around.
COMFORT DOESN'T MEAN BORING
You shouldn’t have to choose between comfort and confidence.
We reimagine iconic lingerie styles for the modern it-girl, with premium fabrics and considered fits, we want our pieces to be luxurious enough to feel special, yet practical enough to live in.
WHAT IS A "CHOUCHOU"?
Pronounced [shoo • shoo]
NOUN
1. An affectionate French term of endearment for the one you love most - the one you'd choose, every single time.
2. The one preferred above all others; the one that gets all the attention.
In other words, Chouchou is the favourite. We make yours.
