Intimissimi, the Italian lingerie and intimate apparel brand, has announced Jennifer Lopez as its new global brand ambassador. The partnership aims to celebrate women and empower them to feel confident and valued in everything they do. The campaign, executed by creative director Riccardo Ruini and directed by Gia Coppola, captures the vibrant Italian summer using cinematic imagery to transform the colors of Positano.
The collection spans hues of fuchsia, orange, and turquoise, symbolizing the Mediterranean Sea. Lopez said she was drawn to the brand’s precious silks, romantic lace, beautiful cuts, flattering fits, and intricate designs. The partnership kicks off with the spring/summer 2023 campaign. Matteo Veronesi, the CEO of Intimissimi, said that Lopez embodies the spirit of all their iconic customers, and they want women to live the most fulfilling life and feel empowered every day.