Intimissimi wants to present women from real life instead of the usual stereotype of “sexy and desirable”, according to a message. The lingerie, therefore, are not shown on the model as in normal underwear campaigns. Instead, they wanted to show the strength, the ambitions and the integrity of the women. The message: The beauty of a woman is an expression of her inner strength and her personality is reflected in her style. The collection is intended as a tribute to femininity in all shapes and sizes and is intended to show that the right bra gives every woman more confidence.
In order to implement the idea of photography and film, Intimissimi has worked with the fashion and portrait photographer Mario Testino for the first time. “The four talents are absolutely great,” Testino enthuses. “In addition, I was challenged to stage a underwear campaign with fully dressed women. I wanted to capture with my camera how these women feel, while they wear the underwear under their clothes. With this campaign, Intimissimi is daring to sell a new way of selling underwear.”
Source: Werbewoche
