Italian lingerie brand Intimissimi has revealed a new brand campaign created in collaboration with Mario Testino, featuring Ella Mills, Dakota Johnson, Ana Ivanovic and Irina Shayk.
The fashion and portrait photographer, Mario Testino captures the four successful women in completely different environments. An innovative approach that overrides conventional communication standards. The lingerie is always present, but does not need to be seen.
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Web, social network, TV and prints focus on four successful women selected by Intimissimi for this fresh and innovative celebrity advertising campaign.
The brand says that the four women “go beyond the sexuality and desire normally associated with underwear advertising, and instead portray their strength, ambition and integrity”.
Intimissimi, with the 2017 #insideandout new campaign, revolutionizes communication standards by becoming a spokesman for a new way of showcasing underwear, not pointing it out, but showing how empowered women wear it day after day.
Renowned photographer Mario Testino comments, “The casting is fabulous, but I also liked the challenge of communicating an underwear campaign through women who are fully dressed. I wanted to capture how these women look and feel wearing the underwear underneath their clothes. It’s a very daring way for Intimissimi to sell underwear.”