Intimissimi leverages social media for its new #Imastory campaign, featuring eight women from around the world to showcase its Perfect Bra collection
Launched in 1996, Italian lingerie brand Intimissimi stayed under the fashion radar for some time until word steadily spread about its chic collections.
Part of the successful Calzedonia Group, Intimissimi now has a global franchise, with 1,300 boutiques in more than 30 countries.
The designs are elegant and romantic but always comfortable and practical, while also tapping into each season’s fashion trends. Top international models have featured in Intimissimi’s advertising campaigns in recent years, including Russian supermodel Irina Shayk, the former long-term girlfriend of World Cup football hero Cristiano Ronaldo, and Israeli beauty Shlomit Malka, who has modelled for Intimissimi for the past two years.
For its latest launch, Intimissimi has chosen “real” women to demonstrate the diversity and eclectic appeal of its lingerie, specifically its Perfect Bra collection.
The Autumn/winter 2015 #Imastory campaign made use of social media such as the brand’s @intimissimiofficial Instagram account to create a casting process in which it sought eight women to become its muses for a new TV commercial. Intimissimi shared more than 15,000 posts and among these, 38 women were selected to attend a two-day casting in Milan, where eight winners were chosen. They are: Italian resort manager and intrepid traveller, Miriam Ziino; interior designer, Marsica Fossati; Portuguese actress, Barbara Lourenco; Spanish student, Maria Fernandez Rubies; Russian ballerina, Liliya Skovorodnikova; Polish personal trainer, Katarzyna Wolska; Austrian florist, Fiona Seidl; and Hungarian songwriter, Sonya Korbucz.
The eight women all star in individual web videos that are available on Intimissimi’s official Youtube channel this autumn, which express their unique femininity, inner beauty and distinct personalities through the different stories that they tell. Each participant was invited to share their life’s aims, talk about their passions and wear their own Perfect Bra. It is these differences that Intimissimi aims to highlight in order to demonstrate the importance of finding the bra that not only fits perfectly but also suits each individual’s lifestyle.
Intimissimi’s Perfect Bra collection offers a range of different fits with chest width adjustments made possible by a four-position hook. Most designs are available in cup sizes A,B, C,D, E—there are 18 combinations of sizes and bra cups, as well as 14 different styles.
Intimissimi has also created The Perfect Bra book aimed at helping women find the right bra for their shape and size, with more information available in stores or online.
Unique qualities From top: A backstage shot of Liliya Skovorodnikova,
a ballerina from Russia; and Spanish student Maria