Italian lingerie brand Intimissimi has released an unusual lingerie photoshoot for 2017, with its four stars captured fully clothed.
Fifty Shades of Grey star Dakota Johnson is one of the spokespeople for the brand’s #InsideandOut campaign, which also includes model Irina Shayk, writer Ella Mills and tennis player Ana Ivanovic.
Unlike Intimissimi’s previous campaigns, the lingerie is present but not visible. The brand said it aims to revolutionise communication standards by becoming a spokesman for a new way of showcasing underwear, not pointing it out, but showing how women wear it day after day.
Shot by celebrated fashion photographer Mario Testino, the campaign focuses on how each woman felt wearing their underwear underneath their clothes.
Testino described the unique take as “daring”.
“The casting is fabulous, but I also liked the challenge of communicating an underwear campaign through women who are fully dressed,” he said.