Fashion

Celebrate Love of All Kinds With Intimates Label Cou Cou

Wear something for yourself this Valentine’s Day.

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2,106 Hypes

Celebrate Love of All Kinds With Intimates Label Cou Cou

Wear something for yourself this Valentine’s Day.

Rather than splurging on lingerie you’ll only wear once, emerging intimates brand Cou Cou wants you to spend Valentine’s Day wearing something you actually love. Honoring intimacy and romance in its many forms, whether it’s platonic or given to yourself, Cou Cou presents “Yours, Truly,” a campaign featuring the brand’s elevated underwear that makes every day a special occasion.

Comprised of the independent label’s core items, the Valentine’s Day capsule trades constricting bras and underwear for nostalgic camis and classic high-rise briefs. The considered range is “an invitation for us to widen the scope of the [holiday] to celebrate love of all kinds, to include not only the romantic partners we love, but anyone and anything we love, too,” founder Rose Colcord tells us over email.

She adds, “Traditionally, Valentine’s Day has been a celebration of romantic relationships and an occasion to dress up in uncomfortable, one-off lingerie for your partner (that will typically end up longer in our lingerie drawer, than we wear it). However, this year, we want to celebrate the undies we wear every day. For us, not them, anymore.”

Leaving the male gaze behind, the visual campaign inspires wearers to indulge in self-care and give themselves the love they deserve each and every day. Take a closer look at the images above and head to Cou Cou’s website to treat yourself.

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