Cou Cou Intimates Says Valentine's Day Is "For You, Not Them"
Rewriting the clichés and inviting you to embrace self-love.
It’s almost that time of year when red hearts, lingerie and love messages start appearing everywhere. With Cou Cou Intimates, the script is flipped to make it all about you. For the label’s Valentine’s Day collection, it’s rewriting the clichés and inviting us to turn inward with a campaign titled “For You, Not Them.”
Valentine’s Day should extend beyond romance, and this campaign embraces the more personal side of love, rooted in self-connection, care and confidence. Shot in Paris by Zoe Mannella, the images feature dancer Lexee Smith, for whom movement is her lifestyle. We see dance as a theme that shapes how the body moves behind closed doors, inviting us to question how it would feel to dance and live like no one was watching.
“For You, Not Them” introduces Cou Cou’s new cotton voile intimates, including classic French silhouettes like lightweight babydoll and lingerie sets for everyday wear. The campaign also marks the debut of the brand’s new Toile de Jouy print, releasing with the second drop featuring photographer Erika Kamano and singer George Riley. This eighteenth-century motif was traditionally used in interiors, meant to be observed, and makes for the perfect soft, feminine print that shifts the gaze from spectacle to intimacy.
This Valentine’s Day, Cou Cou Intimates invites you to buy yourself some lingerie as an act of care, rather than performance, and dance like no one is watching. The black and white Cotton Voile pieces are now available to buy on the brand’s website, while the Toile de Jouy print will release on January 27 and the pink pointelle pieces will drop on February 3.
For more Valentine’s inspiration, check out Cultnaked’s love-fuelled collection.
