Lingerie brand Intimissimi has deepened its existing relationship with Jennifer Lopez and released an exclusive lingerie capsule created with the celebrity. This follows Lopez becoming the brand’s global ambassador for the spring/summer 23 collection.
New This is me now The capsule collection is described as “an important second chapter in the creative partnership between the Italian brand and the American icon.”
Interestingly, this comes at a time when music and fashion are becoming increasingly closer to each other. Good examples of this are launches such as band merchandise and high-profile collaborations surrounding the Rolling Stones Hackney Diamonds album, or the product released for Beyoncé’s Renaissance tour this year. Brands from Clarks to Skims have also worked closely with music stars.
Now this Intimissimi-Lopez pairing sees the collection’s title taking inspiration from the star’s upcoming album: This is me… now“which delves into her deeply transformative journey of personal development.”
The company said that “the name of the collection captures the essence of her evolution, self-reflection and acceptance of her true self.” What’s remarkable is that the lingerie collection artfully weaves the same themes of growth and inner strength into its fabric.”
So what does this mean for the product? Embroidered details, silk and delicate lace “create a luxurious appeal that reflects the brand’s commitment to offering the ultimate sensory experience.”
And the key detail is the hummingbird. We’re told the symbol, “beloved for its connotations of good luck, resilience and vibrant energy, has deep meaning” for Lopez. Its inclusion ties the collection much more closely to her.
Meanwhile, the color palette centers on black, champagne and jade green (again, a color Lopez loves).
The new album was also included in the collection’s campaign, a first for Intimissimi.
Under the creative direction of Riccardo Ruini, as well as director Francesco Carrozzini and photographer Norman Jean Roy, the campaign aims to “reflect the true essence of female intimacy in a tender and fairy-tale atmosphere.” The highlight videos offer a glimpse into one of her creative processes, both the creation of a new song and the creation of a lingerie collection.
An additional video also sheds light on Intimissimi’s craftsmanship.
The collection’s PR launch began on Wednesday and coincides with the pre-launch of the exclusive collection in select stores and online. The global campaign starts on October 23. PR events are also planned in flagship stores.
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