Supermodel Heidi Klum and her daughter Leni Klum have teamed up for a mother-daughter campaign for Italian lingerie brand Intimissimi.
The duo took to Instagram to unveil their photos for the campaign, which features the hashtag #heartofitalianlingerie and pays tribute to the brand's Italian heritage.
Heidi wore a lilac lingerie set with lace embroidery, while Leni wore an ivory lace set with a silk evening shirt draped over her shoulders.
The campaign is being heavily marketed in Germany, Heidi's country of origin, where she was the first German model to become a Victoria's Secret Angel.
Intimissimi's collection is available online and in-store, and the brand has been working on strengthening its omnichannel strategy since 2020.
Intimissimi introduced an initiative called O2O (Online to Offline) aimed at integrating the inventories of the company's brick-and-mortar and e-commerce operations.
The project rolled out at 1,029 Intimissimi flagships across Italy, Austria, Germany, France, Spain, and Portugal, and was designed to prevent merchandise from being out of stock and offer customers the opportunity to find the entire online catalog in stores.
Intimissimi has also signed global pop star and actress Jennifer Lopez as a global brand ambassador for spring 2023.
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The brand stated that Lopez is the ultimate ambassador for Intimissimi as she brings a strong and modern sexiness to the brand and communicates their core values.
Lopez was photographed by Chris Colls in a relaxed setting featuring Intimissimi's spring and summer 2023 collection.
The mother-daughter campaign featuring Heidi and Leni Klum is the latest in a series of celebrity endorsements for Intimissimi.
With Lopez on board as a brand ambassador for spring 2023, the brand is poised to make a splash in the coming months. With its O2O initiative and its focus on omnichannel retail, Intimissimi is well-positioned to capitalize on the changing retail landscape and meet the needs of today's savvy, successful, and inspiring women.
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