Intimissimi and Jennifer Lopez launch collection with link to album release

Lingerie brand Intimissimi has deepened its existing relationship with Jennifer Lopez and has launched an exclusive lingerie capsule created with the celebrity. It follows Lopez becoming the label’s global brand ambassador for the SS23 collection. 

The new This Is Me Now capsule collection is described as “an important second chapter in the creative partnership of the Italian brand and the American icon”.

It’s interesting that it comes at a time when music and fashion are moving ever closer together. Launches such as the band merchandise and high-end collabs linked to the Rolling Stones’ Hackney Diamonds album, or product launched for Beyoncé’s Renaissance tour this year are good examples of that. And brands from Clarks to Skims are collaborating closely with music stars too.

Now this Intimissimi-Lopez link-up sees the name of the collection drawing direct 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 “collection’s name encapsulates the essence of her evolution, self-reflection, and embracing her true self. In a remarkable parallel, the lingerie collection artfully weaves these same themes of growth and inner strength into its fabric”.

So what does that translate into product-wise? Embroidered details, silks, and refined laces “provide luxurious appeal that reflects the brand’s commitment to offering an unmatched sensory experience”. 

And a key detail is the hummingbird. This symbol, “cherished for its connotations of luck, resilience, and vibrant energy, holds deep significance” to Lopez, we’re told. Its inclusion links the collection much more closely to her.

Meanwhile the colour palette focuses on black, champagne, and jade green (again, a colour of which Lopez is famously fond). 

And the new album has been integrated into the collection’s supporting campaign too, a first for Intimissimi.

Under the creative direction of Riccardo Ruini, alongside vision of director Francesco Carrozzini and photographer Norman Jean Roy, the campaign aims to “capture the true essence of women’s intimacy within a delicate and dreamlike ambience”. The main videos offer a look into one of her creative process, both in the crafting of her new song and the creation of her lingerie collection. 

An additional video also shines a spotlight on Intimissimi’s craftsmanship. 

The PR launch for the collection started on Wednesday to coincide with the exclusive pre-launch in selected stores and online. The global campaign launches on 23 October. There are also going to be PR events at flagship stores.