Story Telling

In­timis­simi lever­ages so­cial me­dia for its new #Imas­tory cam­paign, fea­tur­ing eight women from around the world to show­case its Per­fect Bra col­lec­tion

Hong Kong Tatler - - Style - More in­for­ma­tion on the #Imas­tory cam­paign can be found on the @in­timis­simiof­fi­cial In­sta­gram ac­count and “in­timis­simiof­fi­cial” Youtube chan­nel

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

Fer­nan­dez Ru­bies

Newspapers in English

Newspapers from China

© PressReader. All rights reserved.