Strength and personality are the keywords that describe a bold and avant-garde campaign that features fully dressed women promoting an underwear brand. The lingerie is present, but not visible. 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. Web, social network, TV and prints focus on four successful women selected by Intimissimi for this fresh and innovative communication. To support the pioneering campaign, Intimissimi chose absolute prestige; the photographer Mario Testino [who signs his first collaboration with the brand] who will shoot aspirational women: the model Irina Shayk, tennis player Ana Ivanović, culinary author and businesswoman Ella Mills and actress Dakota Johnson.
Known around the world for having worked with many celebrities, Mario Testino, photographer, director and creative director, brings the four muses of Intimissimi's #insideandout campaign together, despite the differences in their profession and lifestyle, they each choose to live their lives Everyday wearing Intimissimi lingerie. They are women who express their femininity by sharing Intimissimi's vision that every woman can feel confident, comfortable and empowered with the right intimates. 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.