Dakota Johnson is new face of Intimissimi

Italian lingerie brand Intimissimi has tapped actress Dakota Johnson to be its new brand ambassador and help introduce the brand to US consumers.


Intimissimi has been called the Italian Victoria's Secret. Yet, despite opening a store on 5th Ave in New York, and developing e-commerce channels for more sales, the brand has yet to rise to Victoria's Secret levels of popularity in the US.

Johnson is the 27 year old actress famous for her starring role in the 50 Shades of Grey movies. In naming her ambassador, Intimissimi undoubtedly hopes that fans of the 50 Shades series will begin associating the brand with sophisticated sex appeal.

The global campaign was shot by Mario Testino. In the ads, Johnson draws on Old Hollywood glamour wearing a red dress and red lipstick. The full global campaign features Johnson as well as model Irina Shayk, writer Ella Mills and tennis player Ana Ivanovic.

The company's goal with the campaign, according to Johnson, is to celebrate empowered women. It is a daring move considering the 50 Shades series has been criticized for portraying the enslavement of women, rather than their empowerment.

Nevertheless, the actress will be promoting the brand on a premise of romance and Italian style. Johnson herself defines romance to be a sense of "humor, chivalry and loyalty."

Most Intimissimi pieces retail for under $80. They are available online now to US consumers as well as through the brand's NY store.

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