The British Brand That Hailey Bieber, Sabrina Carpenter, and I Love in the Summer

Our take

This summer, my wardrobe whispers of effortless elegance, and a particular British brand is at the heart of it: Cou Cou. Hailey Bieber and Sabrina Carpenter are devoted, and now I’m wholeheartedly joining them. Cou Cou embodies a quiet luxury, offering pieces that feel intrinsically chic and radiate a sophisticated ease. It’s the embodiment of modern femininity—refined, sensual, and intentionally curated.

The quiet ascent of Cou Cou Intimates is more than just a celebrity endorsement play – it’s a fascinating reflection of a shifting landscape in luxury and leisurewear. Seeing Hailey Bieber, Sabrina Carpenter, and a growing cohort of style-conscious individuals gravitate towards this British brand signals a broader rejection of overt branding and a yearning for understated elegance. The article’s highlighting of Cou Cou as a summer staple underscores this perfectly; it's not about shouting a logo, but embodying a mood – a feeling of effortless cool and sun-drenched ease. This aligns beautifully with the current cultural moment, where authenticity and a rejection of performative luxury are increasingly valued. We’ve seen this trend mirrored in our own coverage, particularly in pieces like [If I Could Rebuild My NYC Summer Closet From Scratch, I'd Buy These Pieces] and [Not a Linen Shirt—This Is Summer 2026's Coolest Item to Wear With a Bikini], both of which champion elevated basics and versatile pieces that transcend fleeting trends.

The brand's appeal lies in its ability to tap into a very specific aesthetic – a blend of vintage lingerie influences, minimalist silhouettes, and a muted, sophisticated color palette. It’s a departure from the hyper-sexualized and often aggressively branded intimates market. Cou Cou offers a sense of quiet confidence, a feeling of being beautifully and comfortably dressed, even when wearing minimal clothing. The subtle luxury isn't about expensive materials alone (though the quality is clearly present), but about the considered design and the overall feeling of understated refinement. Furthermore, it’s worth noting the timing of this surge in popularity, coinciding with a broader cultural shift away from revealing, trend-driven fashion and towards more covered-up, timeless pieces – a sensibility that was explored in depth in [Low-Cut Dresses Expired in 2025—Everyone With Taste Is Wearing This 2026 Alt Now]. This isn't a reaction *against* sensuality, but rather a redefinition of it, emphasizing comfort and personal style over fleeting trends.

Cou Cou’s success also speaks to the power of organic growth and word-of-mouth marketing, particularly within influential circles. While celebrity endorsements certainly amplify a brand's reach, they are most effective when the brand genuinely aligns with the celebrity’s personal style and values. The fact that these recognizable figures are consistently seen wearing Cou Cou suggests a genuine appreciation for the brand's aesthetic, rather than a purely transactional partnership. This authenticity is crucial in an era where consumers are increasingly discerning and skeptical of traditional marketing tactics. The brand hasn’t relied on aggressive advertising campaigns or influencer blitzes; instead, it’s fostered a sense of exclusivity and desirability through understated elegance and a carefully curated image. This approach resonates with a consumer who appreciates quality, craftsmanship, and a subtle sense of luxury.

Ultimately, the rise of Cou Cou Intimates represents a powerful shift in the fashion landscape – a move away from overt displays of wealth and towards a more understated, emotionally resonant form of luxury. It’s a validation of the idea that true style isn't about shouting for attention, but about quietly embodying confidence and self-assuredness. The question now is whether this trend will continue to gain momentum, and whether other brands will be able to successfully emulate Cou Cou’s approach of quiet elegance and authentic connection with consumers. Will we see a broader move toward prioritizing feeling and mood over overt branding, and a continued embrace of understated luxury as a sign of discerning taste?

When it's too hot to think, there's one brand I find myself wearing on repeat: Cou Cou. It's become my summer go-to, and I have a little collection of pieces at this point, so I can confidently say it's worth buying. For a while, I was hesitant to invest in the label's basics, but once I finally did, I immediately understood the hype and quickly became a loyalist myself.

My first purchases were the pointelle midi slip and tank-and-slip-skirt set, both in black, and they were the most-worn items in my closet last summer. I fell in love with the pointelle fabric during NYC heat waves because it's so breathable and lightweight. Next, I got one of the cotton voile dresses, which is just as airy and heat wave–proof.

Since then, I've added the pointelle cardigan, the pointelle midi slip in red, the cotton voile petticoat skirt, and a set of pajamas. The pajama bottoms actually are the perfect effortless, breezy summer pants.

Associate Editorial Director Eliza Huber once told me that the Iris Slip is her favorite thing to wear on summer vacations, and other editors on our team swear by its thongs. The pantaloons are also trending this season. Then there's, of course, the viral Rina T-shirt, as seen on Sabrina Carpenter and Hailey Bieber.

As its website says, "you don't need to compromise comfort for cuteness," and that's exactly how I'd describe the brand. Everything feels minimalist, comfortable, and easy to wear while still looking intentional. Shop the editor- and celebrity-approved line below.