Chouchou Intimates, pronounced shoo shoo, has made a significant impact in the lingerie industry since its inception in 2019. Founded by Tina Grasso, the brand aims to provide high-quality, affordable intimates that resonate with individual style and personality. Grasso’s vision for Chouchou Intimates goes beyond just selling lingerie; she seeks to redefine the category by balancing ethics and aesthetics, creating a brand that consumers want to buy into.
Unlike traditional lingerie brands, Chouchou Intimates disregards the male gaze and focuses on empowering women to feel confident in their skin. Grasso’s approach challenges the conventional norms of lingerie, emphasizing that women should buy products for themselves rather than catering to societal expectations. The brand’s designs and campaigns reflect a message of confidence, femininity, and empowerment, aiming to resonate with its community.
Chouchou Intimates’ commitment to inclusivity is evident in its marketing and product offerings. Grasso rejects the idea of lingerie designed for the male gaze and instead embraces femininity in a way that defies outdated stereotypes. The brand draws inspiration from vintage fashion while catering to the modern it-girl, incorporating elements like bows, ruffles, and lace to challenge traditional notions of sexiness.
Moreover, Chouchou Intimates prioritizes size inclusivity, offering a range from XS to 3XL with plans to expand further. Grasso’s dedication to making lingerie accessible to women of all shapes and sizes highlights the brand’s commitment to diversity and representation. By featuring a diverse range of models in its campaigns, Chouchou Intimates aims to create a space where every woman can feel seen and celebrated.
Grasso’s innovative approach has resonated with consumers, leading to the brand’s rapid growth and success. Chouchou Intimates experienced a significant increase in sales, with bestsellers like the Audrey Bralette and G-String set selling every 10 minutes. The brand’s viral campaigns, such as the Ciao Bella collection, have garnered attention on platforms like TikTok, showcasing the appeal of Chouchou Intimates to a global audience.
Looking ahead, Grasso plans to expand Chouchou Intimates’ presence in the US market, capitalizing on the growing interest from American consumers. Additionally, the brand aims to establish retail partnerships in Australia to enhance accessibility for customers who prefer in-person shopping experiences. By staying true to its unique designs, compelling narratives, and inclusive message, Chouchou Intimates continues to captivate consumers and solidify its position as a leading lingerie brand.
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