It seems that time of year is almost here — when red hearts, lingerie, and love notes start popping up everywhere. But Cou Cou decided to rewrite the rules of the game — and now Valentine’s Day is a celebration for you, not for anyone else. Their new campaign carries the symbolic title “For You, Not Them” and invites men and women to focus on what truly matters: themselves.
Valentine’s Day has long moved beyond classic romance, and Cou Cou takes a more personal, intimate approach to love. It’s about self-respect, self-care, and confidence in your own body. The campaign, shot in Paris by talented photographer Zoe Mannella, features dancer Lexee Smith. For her, movement is a lifestyle, and through dance, the brand conveys a simple yet powerful message: live and move as if no one is watching.
“For You, Not Them” introduces the new cotton voile lingerie line, including classic French silhouettes: lightweight babydolls and everyday sets. Special attention is given to the new Toile de Jouy print, which will debut in the next release. This 18th-century motif, traditionally used in interiors to be admired, is transformed into a soft, feminine pattern that shifts the focus from spectacle to intimacy.
Men should take note: the idea behind the collection isn’t just aesthetics — it’s a concept. It’s about giving yourself attention and care, without putting on a “show” for others. The black-and-white Cotton Voile pieces are already available on the brand’s website, the Toile de Jouy print drops on January 27, and the delicate pink Pointelle pieces release on February 3.
This Valentine’s Day, Cou Cou reminds us: the best way to appreciate love is to start with yourself. Caring for yourself, feeling confident in your body, choosing beautiful lingerie for comfort and enjoyment — this is the modern approach worth adopting. So if you’re looking for fresh gift ideas… start with yourself. Because style, confidence, and charisma always go hand in hand with attention to self.
