From Revistanews: Intimissimi has teamed up with none other than Mario Testino to develop his new worldwide campaign, #insideandout, which will be released in September this year
In order to express the essence, personality and power of successful women from different areas and nationalities, the Italian brand has invited a strong team to give life to this project. Inspirational representatives from distinct universes are #insideandout stars.
They were clicked on by Testino's lenses, American actress Dakota Johnson, British food influencer Ella Mills, Serbian tennis star Ana Ivanovic and top Russian model Irina Shayk, long-time partner of the brand that returns to active after giving birth Lea, her daughter with actor Bradley Cooper. Even the name of the campaign was the idea of Mario Testino himself, who was deeply involved in the creation of the project together with Intimissimi.
From Vogue: But details: all were dressed in casual looks; Not just with intimate pieces; "The order is to look beyond the surface."
"The cast is fabulous, but I also enjoyed the challenge of communicating an underwear campaign through women who are fully clothed in. I wanted to sharpen the consumer's imagination to try to figure out what kind of lingerie they would be wearing under their clothes. Very bold to sell underwear," says Testino.
From werbewoche: Intimissimi wants to present women from real life instead of the usual stereotype of "sexy and desirable", according to a message. The lingerie, therefore, are not shown on the model as in normal underwear campaigns. Instead, they wanted to show the strength, the ambitions and the integrity of the women. The message: The beauty of a woman is an expression of her inner strength and her personality is reflected in her style. The collection is intended as a tribute to femininity in all shapes and sizes and is intended to show that the right bra gives every woman more confidence.
In order to implement the idea of photography and film, Intimissimi has worked with the fashion and portrait photographer Mario Testino for the first time. "The four talents are absolutely great," Testino enthuses. "In addition, I was challenged to stage a underwear campaign with fully dressed women. I wanted to capture with my camera how these women feel, while they wear the underwear under their clothes. With this campaign, Intimissimi is daring to sell a new way of selling underwear."
From Vogue: But details: all were dressed in casual looks; Not just with intimate pieces; "The order is to look beyond the surface."
"The cast is fabulous, but I also enjoyed the challenge of communicating an underwear campaign through women who are fully clothed in. I wanted to sharpen the consumer's imagination to try to figure out what kind of lingerie they would be wearing under their clothes. Very bold to sell underwear," says Testino.
From werbewoche: Intimissimi wants to present women from real life instead of the usual stereotype of "sexy and desirable", according to a message. The lingerie, therefore, are not shown on the model as in normal underwear campaigns. Instead, they wanted to show the strength, the ambitions and the integrity of the women. The message: The beauty of a woman is an expression of her inner strength and her personality is reflected in her style. The collection is intended as a tribute to femininity in all shapes and sizes and is intended to show that the right bra gives every woman more confidence.
In order to implement the idea of photography and film, Intimissimi has worked with the fashion and portrait photographer Mario Testino for the first time. "The four talents are absolutely great," Testino enthuses. "In addition, I was challenged to stage a underwear campaign with fully dressed women. I wanted to capture with my camera how these women feel, while they wear the underwear under their clothes. With this campaign, Intimissimi is daring to sell a new way of selling underwear."
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