At Cou Cou, Valentine’s Day Is “For You, Not for Them”

Lingerie and essentials brand, Cou Cou Intimates, launches its Valentine's Day collection.

Cleverly titled "For You, Not Them," Cou Cou's V-Day campaign is a reminder to "to live through our female, embodied experience rather than to be perceived," the press release stated. Historically, the day of love reminds women to perform and hypersexualize themselves for the male gaze. This year, the female-founded brand reflects upon this narrow definition of romantic love.

Now available with its newest colorway "Cherry Red," the collection is "design-led for the female comfort, bridging the gap between lingerie and daily underwear," making Cou Cou intimate essentials an act of self-love and empowerment. Included in the collection are all the essentials from balconette bra, cami slip, high-rise thongs and boy shorts. Each piece is crafted with 100% GOTS Certified Organic Cotton, the entire collection offers sustainability.

Shot by Italian photographer Guen Fiore, the campaign features intimate imagery of Cou Cou girl Sahara Lin, "embracing her playfulness and self-love rather than performance for the male gaze."

View the collection above.

Shop the collection on Cou Cou Intimates' website.

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