Intimissimi names Jennifer Lopez as global brand ambassador
Italian lingerie and intimate apparel brand Intimissimi announced on Monday international icon Jennifer Lopez as its new global brand ambassador.
In this role, Lopez brings a strong and modern sexiness to the brand to help communicate their core values. The partnership, first announced in September, kicks off with the spring/summer 2023 campaign, which aims to celebrates women and empower them to feel confident and valued through everything they do.
The campaign, executed by creative director, Riccardo Ruini, captures the vibrant Italian summer using cinematic imagery to transform the colors of Positano. The collection spans hues of fuchsia representing the bougainvillea, orange for the glowing sun and turquoise symbolizing the Mediterranean Sea.
Directed by Gia Coppola and photographed by Chris Colls, it showcases a day in the life of Lopez, who is relaxed, playful, as she sips on coffee, and sings to herself the song, II Cielo in una stanza.
“When looking for a brand partner who embodies the spirit of all our iconic customers, we immediately looked to Jennifer Lopez. We want women to live the most fulfilling life and feel empowered every day,” said Matteo Veronesi, chief executive officer of Intimissimi.
Lopez said she discovered Intimissimi just last year, while traveling to Italy, marking a major breakthrough for the brand's development in the United States.
“I love Italy - the people, the fashion, the culture, the food and the storied history. When I discovered Intimissimi, I was immediately drawn to their precious silks, romantic lace, beautiful cuts, flattering fits and intricate designs,” said Lopez. “I’m proud to be an Intimissimi woman and honored that they view me as someone who emulates their own qualities of confident, lively and strong.”
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