"Outerwear tennis player, Intimissimi underwear". This is Ana Ivanović who signs her first collaboration with the brand. Serbian-born tennis player among the most talented of the circuit, she is one of the faces chosen for the 2017 campaign of Intimissimi #insideandout with the collaboration of Mario Testino. The world-renowned professional player has won many victories in her career. Her determination and passion for the sport attribute her role as a modern athlete. Ana strongly believes in self-respect while being strong and confident with herself. Not only is she admired for skill and dedication, but also for her great personality and philanthropic attitude. These are the characteristics that inspired Intimissimi to choose her as one of the four muse portraits in the #insideandout communications campaign.
Ana, along with model Irina Shayk, the businesswoman and author of Cookbooks Ella Mills and actress Dakota Johnson, represent the new vision of Intimissimi: four successful women expressing their femininity feeling empowered with the right lingerie. Intimissimi wants to push beyond appearances and the concepts of sensuality and desire that have always characterized the lingerie world to emphasize the values of ethics, ambition and dedication. A bold and revolutionary approach that Intimissimi chose to adopt for an avant-garde communication campaign where the message is to emphasize that lingerie is always present, but it does not have to be visible. The revolution lies in being an underwear brand depicting successful women dressed in their everyday clothes, not needing to show the product to know these women are empowered by it.