Lingerie label Intimissimi renounces models in underwear

The print and film campaign, which launches in September, focuses on four women: the brand's longtime muse Irina Shayk is back - alongside professional tennis player Ana Ivanovic , cookbook author and entrepreneur Ella Mills and actress Dakota Johnson.

Intimissimi wants to present real-life women instead of following the usual cliché of "sexy and desirable," according to a statement. The lingerie is therefore not shown on the model, unlike in usual underwear campaigns. Instead, they want to show the strength, ambition and integrity of women. The message: a woman's beauty is an expression of her inner strength and her personality is reflected in her style. The collection, he said, is intended as a tribute to femininity in all shapes and sizes and to show that the right bra can give every woman more confidence.

I wanted to capture with my camera how these women feel while wearing the underwear under their clothes.

To implement the idea photographically and cinematically, Intimissimi collaborated for the first time with fashion and portrait photographer Mario Testino. "The four talents are absolutely great," Testino enthuses. "In addition, I was attracted by the challenge of staging an underwear campaign with fully clothed women. I wanted to capture with my camera how these women feel while wearing the underwear under their clothes. Intimissimi is venturing into a new way to sell underwear with this campaign."

Matching photos and films, Testino and his team Mariotestino+ determined the tagline for the campaign: #insideandout.

Intimissimi has an expanding distribution network. Today the company has over 1300 points of sale in 29 countries. (pd/aks)