Wondering what the hot girls are wearing in 2026? Chances are, the answer is Cou Cou. From Hailey Bieber to Zoë Kravitz and Addison Rae, the essentials brand has become everyone’s crush. Sitting down with Wonderland, founder Rose Colcord talks about making comfortable sexy again – and why Lexee Smith is the brand’s answer to Valentine’s Day.

Cou Cou’s social media team has been kept busy lately. You blink and another member of the hot girl committee is wearing them: a cute mirror pic, a night out with friends, filthy martini in hand, New York stroll, an intimate moment schmoozing with an equally hot partner. Or a combination of the above, if you’re Zoë Kravitz out and about with beau Harry Styles – strong contenders for the title of best-looking couple of the year with the heftiest Strava count.

All of this is to say that Rose Colcord has, quite quickly, done what many have failed to achieve with her intimates brands: creating an extremely desirable product that doesn’t have you rolling your eyes the second you slip into it. Cou Cou is about sexy and comfort – imagine that.

Beyond changing the discourse around the new generation of essentials (may I reiterate: rolling waistbands are out, girls?), Cou Cou is also inviting audiences to rethink what pleasure means to us – and, as Valentine’s Day looms, how the holiday’s spirit extends beyond romance. Titled For You, Not Them, the brand’s latest campaign turns the moment inward, centring pleasure as something to be practised daily. 

And who better to front a campaign rooted in movement than everyone’s favourite choreographer, Lexee Smith? Speaking with Wonderland, Colcord talks intimates guilty pleasures, the campaign from start to finish, and the brand’s cult following. Keep reading…

Rose, thank you so much for speaking with us, it’s such a pleasure. Take us back to the early days of Cou Cou. Was starting a brand always part of the plan, or did it unfold more organically?

Starting a brand wasn’t part of the plan at all. I was actually applying for a Master’s in Philosophy when it dawned on me that there was a very real gap – not just for a product I wanted, but for a brand that aligned with my values and sense of self. I couldn’t find comfortable, everyday essentials and underwear that made me feel both comfortable and cute, without compromising on sustainability, quality fabrics, or thoughtful design. More than that, I felt there was space for a brand that reflected my values and the kind of womanhood I wanted to be part of – slower, more intentional, more embodied. So I thought… I’ll give it a go. I’m still winging it to this day. The Master’s will happen one day – philosophy is still a huge passion of mine.

What makes good basics in your eyes? What are the non-negotiables for you when designing an intimate piece?

I think good essentials are all about attention to detail – an appreciation for the beauty of everyday things (I was really influenced by the book by Yanagi Sōetsu and “Small is Beautiful” – both books that truly shaped my design philosophy). It’s actually the simplest products that are often the hardest to perfect. Think of the iPhone or a MacBook – there’s real grace and restraint in simplicity when it’s done well.

For us, the non-negotiables start with functionality. Our pieces are made to be lived in, danced in, played in, worn every day. Fit is everything. We spend an extraordinary amount of time perfecting each silhouette to the female form; it’s a blend of art and science. You can often tell when something hasn’t been made by women – Cou Cou is made by women, for Women.

Then there’s quality and fabric. We take deep care in sourcing our materials – everything is made from 100% organic cotton, which is better for female health and compostable at the end of its life cycle. Materials are a huge part of our responsibility as a B Corp–certified Brand.

Ultimately, our design philosophy is about creating comfortable essentials that make women feel at home in themselves – beautiful without trying too hard, and versatile enough to take you from Sunday self-care, to the bookstore, to throwing something on with kitten heels for wine with friends.

Loungewear has long been boxed into a tired binary – sexy or comfortable. Do you think that still holds up? What’s the secret to creating pieces that feel easy, empowering, and undeniably cool?

I think that binary absolutely still exists. On one end, there’s “special occasion” lingerie that’s often inherently voyeuristic, and on the other, purely functional basics. Our intention at Cou Cou has always been to bridge that gap – between lingerie and daily underwear, and between everyday basics and pieces you can genuinely feel beautiful in.The secret, for us, is staying deeply attuned to how we feel in the pieces when we design.

We design from a place of lived experience – asking ourselves: do we feel comfortable, confident, embodied? It’s honestly the best job in the world, working alongside friends and women I admire, creating pieces we actually want to wear.

Cou Cou is quickly cementing itself as a Gen Z favourite in the intimate space. We know you’re biased, and we’re probably biased too, but why do you think so many people are finding home in your products?

That means so much to hear. I think we take immense pride in our product, and in a world full of noise, we stay very focused on creating genuinely essential pieces. Things women need, want, and reach for again and again – pieces that become part of daily life.

I always think about my nana, who wore the same M&S underwear style for over 20 years. That kind of loyalty comes from trust. But beyond the product, I think we’re also shifting a narrative around womanhood – offering a softer, more grounded, more intentional femininity that resonates. In that way, Cou Cou has become a shorthand for a new way of being.

Tell us about the Valentine’s campaign. What was your creative starting point, and how did the story unfold from there?

“For You, Not Them” is a message we return to every year, and it grounded the campaign from the very beginning. Creatively, we wanted to lean into joy – inviting play, movement, and embodiment. Personally, it’s something I’ve been trying to practise more myself. In such a productivity-centric culture, it’s easy to forget how important play is.

The campaign is about shifting from performance to presence — reclaiming Valentine’s Day from the idea that it’s about dressing for someone else in inherently voyeuristic lingerie. Instead, it’s an invitation to live like no one’s watching, to dance like no one’s watching, and to remember that everyday is worth wearing your favourite pieces.

A cultural lingerie moment I’ve always loved is Grace Kelly dancing freely in Rear Window. That sense of unselfconscious joy was a huge reference – and Lexee immediately felt like the perfect muse.

We love Lexee Smith. Why was she the perfect fit for this campaign, and what does she bring to the Cou Cou universe?

Who couldn’t love Lexee???? Lexee is the ultimate muse. So inspiring. She feels so embodied, so alive – completely herself. She represents everything a Cou Cou girl stands for: presence, passion, alignment with your values, and a deep connection to what you love. This campaign was about celebrating that way of living, and Lexee brings it so naturally. She doesn’t perform femininity – she inhabits it.

This campaign encourages gifting yourself as an act of self-care. Why was that important to you?

Shifting from performance to presence is always at the heart of what we do. Valentine’s Day has traditionally been about performing – dressing for someone else, being perceived. This campaign is about reclaiming that moment and choosing yourself.

At its core, it’s a reminder to choose pieces for you. Pieces you love, that feel good on your body. Not things designed to impress, but pieces made to be lived in – to move in, dance in, wash often, and return to again and again. There’s real power in building a more intimate relationship with what we wear underneath it all.

What do you hope audiences take away from this campaign? And what are you gifting yourself?

I hope people embrace more joy!! And the intention to live like no one’s watching. I hope Valentine’s becomes a time to buy underwear for yourself, not just for special occasions, but for everyday life. Because the truth is, everyday is worth wearing your favourites.

What’s more offensive: a waistband that rolls, or a label that scratches?

BOTH ARE CRIMINAL!

Do you believe in inside-only sets, or do all pieces deserve to be seen?

I think everything deserves to be seen – but only if you want it to be. The most important thing is that it feels good on your body, whether anyone else sees it or not.

Words – Sofia Ferreira