Intimissimi
Italian lingerie and intimate-apparel brand specializing in women’s and men’s underwear, sleepwear, and related apparel.
Last updated August 31, 2026
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Overview
Intimissimi is an Italian intimate-apparel brand founded in 1996 by Sandro Veronesi. The brand is associated with the Calzedonia Group and focuses on lingerie and adjacent categories for women and men, including bras, briefs, lingerie sets, camisoles, vests, pyjamas, and other sleepwear. Its assortment combines everyday underwear with more fashion-oriented seasonal collections, allowing it to occupy a position between specialist lingerie retail and accessible fashion apparel. The brand developed through a retail-led model based on dedicated stores and international expansion. By 2006, it had opened more than 1,000 single-brand stores worldwide, establishing a broad physical retail presence relatively early in its development. Its international profile was also supported by selected distribution partnerships. From 2005, Intimissimi products were sold through Victoria’s Secret under a third-party arrangement. That relationship extended beyond product distribution: an Intimissimi beauty line was introduced in Victoria’s Secret stores, and Intimissimi products were also made available through Victoria’s Secret outlet stores. Marketing has been a significant part of Intimissimi’s brand-building strategy. The company has used internationally recognizable models, actresses, athletes, and other public figures in advertising and promotional work. Shlomit Malka became the brand’s face in 2015 and led international campaigns until Dakota Johnson took over in 2017. A campaign that year featured Serbian former tennis player Ana Ivanovic, food writer Ella Mills, model Irina Shayk, and actress Dakota Johnson, photographed by Mario Testino. These campaigns presented Intimissimi as a globally styled, image-conscious lingerie label rather than solely as a functional underwear retailer. The brand has also pursued entertainment and experiential marketing. In October 2017, it staged the fourth edition of Intimissimi on Ice at Verona Arena, with costumes designed by Chiara Ferragni. The event connected lingerie, performance, fashion design, and Italian cultural staging. During the same period, Intimissimi expanded its physical presence in the United States by opening a store on New York’s Fifth Avenue. In retail technology, Intimissimi introduced the Infinity shelf service in June 2020. The system was designed to reduce the likelihood of products being unavailable in stores by using the e-commerce inventory window as an additional source for customer orders. This reflected a more integrated relationship between physical stores and online stock, particularly relevant to a business whose customers often seek specific sizes, colors, or product variations. Intimissimi has continued to use collaborations and celebrity-led capsules to refresh its positioning. In 2023, it worked with Jennifer Lopez on the capsule collection “This Is Me Now.” The collaboration was presented around a more mature representation of the singer’s body and public image. Overall, Intimissimi’s business identity rests on a combination of dedicated international retail, lingerie and sleepwear specialization, celebrity and fashion collaborations, event marketing, and increasingly integrated store-and-e-commerce services.
History
Intimissimi was launched in Italy in 1996 by Sandro Veronesi and developed as a specialist brand for intimate apparel. Its core business centered on lingerie, bras, briefs, camisoles, vests, and pyjamas, with products for both women and men. The brand’s identity was built around a combination of dedicated retail, Italian fashion presentation, and broad accessibility within the lingerie category. The company expanded rapidly through single-brand stores. By 2006, it had more than 1,000 such stores worldwide, giving Intimissimi a substantial international retail footprint. This store-led strategy was complemented by external distribution. Beginning in 2005, Victoria’s Secret sold Intimissimi products through a third-party partnership. The arrangement also included the launch of an Intimissimi beauty line in Victoria’s Secret stores and the sale of Intimissimi products through Victoria’s Secret outlet locations. The partnership provided exposure to an established international lingerie customer base while keeping Intimissimi identifiable as a separate label. Brand communication increasingly relied on prominent ambassadors and fashion imagery. Shlomit Malka became the face of Intimissimi in 2015 and was used in international advertising until 2017, when Dakota Johnson took over that role. The 2017 campaign also featured Ana Ivanovic, Ella Mills, Irina Shayk, and Johnson, with photography by Mario Testino. The range of participants connected the brand with modeling, acting, sport, and lifestyle media rather than limiting its appeal to traditional lingerie advertising. Intimissimi extended its promotional activity into live entertainment through Intimissimi on Ice. The fourth edition took place at Verona Arena in October 2017, with costumes designed by Chiara Ferragni. The event provided a high-visibility platform linking the brand with performance, fashion, and the cultural identity of Verona. In the same year, the company opened a 500-square-foot store on New York’s Fifth Avenue, marking a visible step in the brand’s United States presence. The company also adapted its retail model to the relationship between shops and e-commerce. In June 2020, Intimissimi introduced Infinity shelf service, intended to reduce out-of-stock problems by allowing the e-commerce inventory window to supplement the stock available through stores. The service represented an operational shift toward omnichannel fulfillment, in which customers could access a wider assortment than might be physically present at an individual location. In 2023, Intimissimi partnered with Jennifer Lopez on the This Is Me Now capsule collection. The collaboration used Lopez’s mature public image as part of the collection’s presentation and reinforced the company’s continuing reliance on celebrity partnerships to create attention around new product releases. Intimissimi remains an active Italian lingerie and sleepwear brand associated with the Calzedonia Group, with a business model combining specialist products, international stores, marketing collaborations, and digital retail support.
- 2023
This Is Me Now capsule launches
[1]Intimissimi releases a capsule collection with Jennifer Lopez.
- 2020
Infinity shelf service launches
[1]The brand introduces a service that uses online inventory to help address in-store stock shortages.
- 2017
Fourth Intimissimi on Ice edition
[1]The fourth Intimissimi on Ice event is held at Verona Arena, with costumes by Chiara Ferragni.
- 2017
Fifth Avenue store opens
[1]Intimissimi opens a store on New York’s Fifth Avenue.
- 2015
Shlomit Malka becomes brand face
[1]Shlomit Malka begins leading Intimissimi’s international advertising campaigns.
- 2006
International store network exceeds 1,000 locations
[1]Intimissimi has opened more than 1,000 single-brand stores worldwide.
- 2005
Victoria’s Secret distribution partnership begins
[1]Intimissimi products begin to be sold through Victoria’s Secret, alongside a beauty-line initiative and outlet distribution.
- 1996
Intimissimi is founded
[1]Sandro Veronesi launches Intimissimi as an Italian intimate-apparel label.
Products and positioning
An internationally oriented Italian lingerie and intimate-apparel brand combining accessible fashion, everyday underwear, sleepwear, celebrity-led campaigns, and dedicated omnichannel retail.
Lingerie · 1996
Women’s lingerie
The women’s lingerie assortment is the brand’s central product area and includes bras, briefs, coordinated lingerie, and other intimate garments. Collections combine everyday styles with more fashion-led seasonal designs, using the brand’s retail and campaign activity to present lingerie as both functional apparel and an element of personal style.
Intimate apparel · 1996
Camisoles and vests
Camisoles, vests, and related lightweight garments extend the brand beyond structured lingerie. They can function as base layers, sleepwear, or visible fashion pieces, supporting Intimissimi’s positioning across intimate apparel and everyday wardrobe basics.
Sleepwear · 1996
Pyjamas and sleepwear
Pyjamas and other sleepwear form an important adjacent category for both women and men. The range broadens the brand’s relationship with customers from underwear into at-home dressing, while retaining the emphasis on soft materials, coordinated styles, and seasonal fashion presentation.
Men’s underwear and sleepwear
Men’s intimate apparel
Intimissimi also serves men with underwear, vests, pyjamas, and related intimate apparel. The men’s range gives the brand a broader household and lifestyle proposition while remaining connected to its core expertise in close-to-body clothing.
Collaborative capsule · 2023
This Is Me Now capsule collection
Released with Jennifer Lopez in 2023, This Is Me Now was a celebrity collaboration and limited capsule initiative. Its communication emphasized Lopez’s mature image and was used to connect a product launch with a broader message about self-presentation and personal confidence.
Marketing campaigns
- 2023This Is Me Now with Jennifer Lopez
International
Intimissimi and Jennifer Lopez released a capsule collection presented through Lopez’s mature body image and public persona.
Outcome. Created a celebrity-led product and communications platform for the brand.
- 2017Intimissimi celebrity campaign
International
A campaign photographed by Mario Testino featured Ana Ivanovic, Ella Mills, Irina Shayk, and Dakota Johnson.
Outcome. Strengthened the brand’s fashion and lifestyle-oriented international image.
- 2017Intimissimi on Ice
Italy · International
The fourth edition of the live performance event was held at Verona Arena, with costumes designed by Chiara Ferragni.
Outcome. Connected the brand with fashion design, live entertainment, and Verona’s cultural setting.
- 2015Shlomit Malka international campaigns
International
Shlomit Malka became the face of Intimissimi and led the brand’s international advertising campaigns.
Outcome. Established a recognizable international campaign face until the transition to Dakota Johnson in 2017.
Brand decisions
2023
Launch This Is Me Now capsule with Jennifer LopezProduct launchBackground
The brand used a high-profile collaboration to generate attention around a new product capsule and a broader message about mature self-presentation.
Action taken
Intimissimi and Jennifer Lopez released the This Is Me Now capsule collection.
Aftermath
The collaboration extended Intimissimi’s celebrity and fashion-capsule marketing model.
2020
Introduce Infinity shelf omnichannel serviceStrategyBackground
Physical stores could face stock shortages even when products remained available through the brand’s e-commerce inventory.
Action taken
Intimissimi launched Infinity shelf service, allowing the e-commerce stock window to support store orders and reduce the risk of out-of-stock situations.
Aftermath
The service strengthened integration between the store network and online inventory.
2017
Expand United States flagship visibilityStrategyBackground
Intimissimi was building an international retail identity through prominent single-brand locations.
Action taken
The company opened a 500-square-foot store on New York’s Fifth Avenue.
Aftermath
The opening gave the brand a visible presence on a major international fashion-retail street.
2005
Enter third-party distribution through Victoria’s SecretStrategyBackground
Intimissimi sought additional international distribution and visibility beyond its own dedicated stores.
Action taken
The brand entered a partnership arrangement under which Victoria’s Secret sold Intimissimi products, supported an Intimissimi beauty line in its stores, and distributed products through outlet locations.
Aftermath
The arrangement gave Intimissimi access to Victoria’s Secret’s retail network and customers.
Recent events
Intimissimi appoints Wang Zixuan as Greater China brand ambassador[2]
Reported:
Intimissimi announced actor Wang Zixuan as its Greater China brand ambassador for its “Beautiful in Your Own Way” brand message.
Intimissimi announces Nature’s Dream collection[3]
Reported:
Intimissimi announced Nature’s Dream, a new lingerie line described as coming to stores that spring. The collection uses recycled materials and plant-based dyes.
Sources3 sources
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