Personalised underwear is at the heart of Sydney lingerie label Chouchou Intimates
IN PARTNERSHIP WITH CHOUCHOU INTIMATES
WORDS BY MAGGIE ZHOU
“Feminine but rebellious, with a sprinkle of glamour for good measure.”
People often have a love-hate relationship with lingerie. For some, it’s a source of discomfort; for others, it’s a shortcut to feeling sexy. If the idea of complicated criss-cross straps, circulation-cutting trims and bells and whistles is daunting to you, find solace in the fact there’s a new league of lingerie redefining what intimates can look and feel like.
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At age 25, Sydney-based creative Tina Grasso decided to launch her very own label, Chouchou Intimates. For three years, it had been an idea milling around her mind before being realised into a lingerie label that specialises in vintage-inspired, hyper-feminine pieces. Chouchou will be turning four this year, and its cheeky and seductive lingerie is only going growing in popularity. Here, we learn more about the label’s journey so far.
Tell us about you. What’s your fashion background?
Other than a love of clothing and accessories since [a] young [age], my background is actually not in fashion! Growing up, my passion was the performing arts, so when I completed my bachelor’s in communications, I had every intention of pursuing a career in entertainment publicity.
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After working for an arts non-profit straight out of university, I decided to get my master’s in marketing and switched industries. I worked in product marketing for a luxury beauty brand during the day, while studying for my master’s at night. Although I loved launching new products and the brand, I ultimately knew the corporate world was not for me.
I was 25 years old when I started Chouchou. I felt that if I was going to take a huge risk in my career, now was the time to take that leap of faith. I’m self-taught in everything, from CAD [computer-aided design] drawings to garment construction and website design. While not having a fashion background has caused bouts of imposter syndrome, I never let it stop me from starting.
How did the label get started? Talk us through the process and the challenges.
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Chouchou launched in November 2019 – four months later we went into the first lockdown and the whole world changed. Starting a business during a global pandemic was absolutely terrifying as I didn’t know how it was going to impact every level – not only from the production side but how it would impact logistics, consumer priorities and purchasing habits.
I had been toying with the idea of starting an underwear brand for three years prior to actually putting pen to paper. I’m very vocal about the fact I have always loved underwear and [how] fun knickers or a matching set [can] make you feel.
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As I got older I began to invest more in ‘luxury’ lingerie – this is where the frustration began, as I was never in the financial position to be spending hundreds of dollars on underwear. I didn’t want to compromise on quality or style in order to have beautiful, wearable lingerie I would feel comfortable in all day and night, no matter the occasion!
My husband, who was my boyfriend at the time, was tired of me hypothesising about my underwear brand and encouraged me to work on how I could make it happen. Once I had an initial business plan and some design sketches, I went overseas to do research into manufacturers. Most manufacturers wouldn’t give me the time of day as they were used to dealing with established businesses with many more resources than I had. Thankfully, I found someone who was willing to work with a fledgling business and they helped me produce my first product samples.
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What were you trying to achieve from the project at the time?
Initially, my goal was to fill a gap in the market by providing high-quality, wearable intimates at an affordable price. However, I was also determined to challenge the preconceived notions surrounding intimates – who lingerie is for, how it’s meant to make you feel and what is ‘sexy’.
How has this evolved and what are you trying to communicate through the brand now?
Despite having celebrated our third birthday, I still feel like this is just the beginning! If anything, I’m more determined now than ever. When [I say] I own a lingerie brand [and] people stop reacting with aghast or questioning whether our pieces are purely for a partner’s enjoyment, I will feel we have achieved our mission.
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I’ve said it a million times, but Chouchou has never been, nor will ever be, a brand that caters to the male gaze. We create products that women would genuinely want to buy for themselves to feel more confident in their skin.
How would you describe your brand to someone who’s never seen it before?
Chouchou is a fantasy of dainty bows, frills and lace in a spectrum of colours. Feminine but rebellious, with a sprinkle of glamour for good measure.
Where did the name come from?
The French term ‘chouchou’ refers to a person who is ‘preferred over others and towards whom all attention is targeted’. In conversation, it often bears a dual meaning, used either as a term of endearment (mon chouchou, mon petit chou) or as a childish taunt for ‘teacher’s pet’. No matter the context, it implies this person or thing is the favourite.
In high school, I had a friend who would teasingly call me ‘chouchou’ as I was a bit of a teacher’s pet, and it stuck in my head for whatever reason. When I was trying to come up with a business name, I had two prerequisites: it needed to sound ‘cute’ when spoken aloud and had to be derived from French as France is the country most commonly associated with lingerie. ‘Chouchou’ met both these requirements.
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What are you most proud of in your work on your brand?
Being included in any sort of list or article is still an overwhelming feeling for me. To get that recognition is incredible and often to be among so many other successful brands I admire is surreal. On a more personal level, I worked completely by myself for the first two years, so last year when I was finally in the position to hire someone to help me, [it] was a massive milestone and completely changed the way I saw the business. We are now a growing team of four and I’m so proud of that!
I also get to work with some content creators I was a massive fan of prior and they have now become personal ambassadors [of] the brand, even outside of work collaborations. To date, the brand has been noticed organically by the likes of Addison Rae, Abbie Chatfield and Anna Paul which has been incredibly valuable to the growth and awareness of the brand.
Tell us about your personalisation service. What was the idea behind it?
We launched personalised knickers in August 2020. We were still in lockdown and I was unable to organise new products due to the ongoing pandemic, but my customers really wanted something new and fresh from the brand. I ordered an embroidery machine online from a hobby sewing shop and began testing vintage-inspired designs that were nostalgic but also had a modern spin.
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It ended up being the perfect way to reinvigorate my existing product range and truly transformed my business. I had a record-breaking month just working out of my bedroom and I knew I was onto something special. Personalisation has become our signature with personalised pieces always being monthly bestsellers.
There is a reason we all love the concept of being able to personalise and monogram our belongings. It makes them feel unique and sentimental, more like an heirloom, rather than just another purchase.
What do you wish you had known when you started?
Starting and growing a business can be extremely lonely. Long hours, working alone and being the only entrepreneur you know can be incredibly isolating, but if you truly love what you do and believe in your business, it’s also the most rewarding and extraordinary journey of self-growth.
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What is most exciting in the Australian lingerie scene right now?
Australia doesn’t have an established lingerie culture, in the same capacity Europe or the US do, but it’s definitely developing! It’s exciting to see so many independent brands being born in Australia, each with a unique style and approach to disrupt the more traditional brands. Consumers are also becoming more adventurous, willing to style underwear as outerwear and search for products that reflect their personal style and personality.
What about the Australian lingerie scene needs to change?
Although progress has been made, there’s always room for improvement regarding inclusivity and diversity. We’re not only a multicultural nation but are also seen globally as progressive and accepting. As brands, we have a responsibility to ensure people feel represented across campaigns, the creators we work with and who is involved behind the scenes.
Take a closer peek at Chouchou Intimates here.
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