The Glasgow fashion scene is bursting at the seams with creative talent, so it’s no surprise that Italian-born designer Silvia Pellegrino decided to start up her own label here. Chouchou creates unique hoods with a couture feel which appeal to the city’s fashion-forward, individual style. Unsurprisingly, Pellegrino’s range of Hollyhoods have attracted quite the following, and GUM were lucky enough to feature one of her striking pieces in our latest issue. Flick to page 20 of our ‘Blackout’ feature to see the Hollyhood Rose in action. We caught up with the designer again to talk hoods, hoods, hoods!
How did Chouchou get started?
It started when I was an intern for a company called Kucoon in LA in 2007, that was one of the best experiences of my life, I met so many talented designers. I find in California there are a lot of inspirational people, so working for Kucoon was the best thing that could have happened at the time, and when the internship was over the designer Andrea Spratt asked me: “do you want to stay?” and I was really tempted to just say yes. At the time I was so determined to start something of my own so I went back to Italy and invested my savings into the creation of our first S/S collection, and this collection for one reason or another was going to be shown here in Glasgow. So, at some point I decided it would be a great idea to move to Scotland altogether because I always had great connections here. I moved here in 2009 and started the company here in 2010 and it just grew from there
How did you come up with the name? What does the name Chouchou mean?
The name came from another trip that I did in South Africa, passing through Paris. The word Chouchou came out and my French friend explained that it’s a term used with a person you love. Chouchou means loved one. Once I was doing a market in Italy and this now famous photographer came up to me and said: “What’s your company name?”, and I said Chouchou and he said to me, “Wow that’s so much fun”, because in Naples when you see a hot girl on the street and you know her name you simply go: “sciu’sciu’!”. (read as Chouchou)