Italian underwear and intimate apparel brand Intimissimi unveils a new collaboration with Jennifer Lopez, showcasing the Spring/Summer 2023 campaign as the visual anchor. The campaign features the multi-hyphenate star in a series of portraits that highlight the collection’s latest silhouettes and fabrics.
Across a set of images, the diva from the Bronx explores a range of looks. The collection expands from silk bras and delicate underwear to luxurious pajamas, camisoles, and kimonos, each piece designed to blend comfort with sensuality.
The singer and actress shares in a press release that she first encountered the brand during travels in Italy last year. “Love Italy: its people, fashion, culture, food and history,” she notes, adding that Intimissimi drew her in with its sumptuous silks, romantic lace, and flattering cuts. The careful detailing and intricate silhouettes resonated with her affinity for timeless elegance.
“I am proud to be an Intimissimi woman and I am honored to be seen as someone who embodies confidence, vitality, and strength,” Lopez continues, underscoring the personal connection she feels with the brand and its message.
The brand positions Lopez as the quintessential Intimissimi ambassador, explaining that today’s women are driven, educated, and inspirational role models who motivate others to pursue their dreams. Lopez embodies a modern, confident sensuality that aligns with the brand’s core values and messaging.
The new campaign draws inspiration from a picturesque Italian seaside town along the Amalfi coast. Riccardo Ruini, Intimissimi’s creative director, describes the imagery as cinematic, using the colors of Positano to evoke a dreamy, vibrant Italian summer that mirrors the collection’s mood and texture. This approach aims to transport viewers to sunlit terraces and coastal landscapes through fashion and photography.
In line with the theme, the collection is celebrated for its color palette and materiality. Fuchsia and orange echo the blooms of bougainvillea, suggesting the intensity of the Mediterranean sun, while turquoise channels the clear, inviting sea that defines the region. The result is a wardrobe that feels both leisurely and refined, with fabrics and tailoring that flatter the body and invite everyday luxury.