Abbie Chatfield knows a thing or two about selling items – whether they be amazing fashion buys or must-have beauty products – to her nearly half a million followers.
But the media personality’s latest Instagram post took even the brand she featured by surprise.
When Abbie uploded a photo wearing Aussie brand Chouchou Intimates’ new vintage-inspired cotton underwear range last week, it wasn’t long before Chouchou received a “massive influx” in orders.
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For the first time since founder Tina Grasso launched her line, she had to email customers advising a possible short delay, given the sheer amount of orders.
“We were thrilled to see Abbie wearing our items,” Tina tells Best Picks.
“As a small but growing brand, we are so flattered to see that she genuinely loves our pieces.”
The Georgia Cotton Collection that Abbie was wearing is one that has been quick to sell out.
More than 12,000 shoppers signed up to buy the retro pieces before they even launched this month.
“A 12k waitlist is something I only ever dreamed of,” Tina says.
“The Georgia Cotton Collection has been our most successful launch yet.”
Highlights include the best-selling Baby Tee ($69.95), which is followed by the Georgia Bralette ($49.95) in which Abbie was pictured, and the matching G-string ($25.95).
Every single piece of underwear is made with cotton, which was something Tina sought to do after receiving feedback from her customers that they wanted a purely cotton collection.
“The benefits of purely organic cotton is that it is highly breathable and hypoallergenic,” Tina explains.
“It’s a fabric designed to keep you cool, dry and fresh throughout the day for a delightful, irritation-free experience.
“It’s also durable, standing up to frequent washing and everyday use, while remaining exceptionally soft and gentle.”
She adds: “It took us over 18 months to source and produce the perfect, soft, luxurious 100 per cent organic cotton that was sustainably produced, but we couldn’t be happier with the results”.
Reviews online for ChouChou Intimates’ pieces are similarly glowing, with shoppers describing the undies and bras as “super soft” and “gorgeous”.
“Seriously, the SOFTEST fabric and nicest cut. I have a bigger bust and it is still super supportive and comfy! A+++,” one woman wrote of the Georgia Bralette.
“I absolutely loved this set. It’s the perfect balance of cute, comfy and sexy. The material is insanely soft and the quality is amazing compared to other lingerie I’ve bought. The sizing is also really good. Would recommend to everyone and anyone,” another added.
Abbie isn’t the only celebrity fan, with one of Australia’s leading influencers, Anna Paul, also a devotee of Chouchou Intimates – which has led to previous sales spikes.
“When someone sent me a link to Anna Paul’s TikTok where she shared she was wearing our pieces, I couldn’t believe it,” Tina says.
“We sent a package as a gift as we have been fans of Anna, and to see her wearing it in multiple videos and Instagram posts was so exciting.”
Since that moment, ChouChou Intimates has only gone from success to success – with the latest collection being the best-selling yet.
“It has been two weeks since we launched to market and we are selling an item every six minutes still, and have gained over 25 per cent more customers,” Tina says.
“I never imagined it would be this successful!”
For more information and to shop ChouChou Intimates’ new collection, head here.