An Italian with a passion for travelling the globe, Silvia Pellegrino honed her craft at Central Saint Martin’s School of Design in London, at the Amsterdam Fashion Institute, before working in Los Angeles, USA. Upon returning to her birthplace, the Trastevere district of Rome, the majestic, baroque architecture and boisterous bar culture there fired her imagination to begin a story of her own.

She returned to Glasgow, a city where she had studied, with its warm welcom, rich inspiration and long history in design, from the city's artistic godfather Charles Rennie Mackintosh and beyond.

In 2010, Chouchou the label was born. Alongside her label, she launched Bold Souls, events which helped brought together creatives across the fashion scene in Glasgow. In all her work, Silvia has championed original design and given a platform to others to do the same. In 2014, the story will continue...

Chouchou the label

The only label to specialise in luxury hoods, Chouchou became quickly recognised for quality and distinctive design.

Using limited fabrics from Scotland and from Italy, to which Silvia regularly returns, she favours natural fibres such as (virgin) wools, silks as well as the the flexibility of lycra and stretch jerseys.

Glamorous, easy to wear, but most importantly, original Chouchou designs speak to the woman who enjoys being noticed and have her personality shine through in what she wears. Featured in British Vogue, Chouchou achieved international recognition when it was selected for the catwalk at New York’s Tartan Fashion Week 2013, a showcase of the best in Scottish design alongside the likes of Harris Tweed and Vivienne Westwood. Limited-run pieces are expertly crafted, and available to buy through the Chouchou website.

Ever-growing and evolving toward a refined and beautiful product, Chouchou looks set to continue stealing hearts around the globe.