The Label

The only label to specialise in luxury hoods, Chouchou quickly became recognised for quality and distinctive design. Glamorous, easy to wear, but most importantly original, Chouchou speaks to the woman who enjoys being noticed and has 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 collections are expertly designed, and available to buy through the Chouchou website and selected boutiques. Ever-growing and evolving toward a refined yet dreamy product, Chouchou looks set to continue stealing hearts around the globe.

Designer and Founder

An Italian with a passion for travelling the globe, Silvia Pellegrino honed her craft at Central Saint Martin’s School of Design in London and at the Amsterdam Fashion Institute, before her life changing experience 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. In 2009 she moved to Glasgow, a city she still finds extremely inspirational on both an artistic and social level and in 2010, Chouchou the label was born. Alongside her label, Silvia launched Bold Souls, 5 star pop-up events which helped to bring 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 2016, the story continues in the inspiring city of Barcelona.