Italian lingerie brand Intimissimi has named Lily Allen as its new UK ambassador. She fronts the Spring/Summer 2026 campaign.
The campaign showcases Allen modelling key pieces from the new collection. It combines the brand’s Italian craftsmanship with a distinctly London-led aesthetic. At the same time, the launch aligns with a strong moment in Allen’s career, as she continues a sold-out UK tour.
The campaign unfolds through a series of intimate “getting ready” scenes. Here, Allen receives an unexplained invitation. As the story develops, viewers see her move through different stages of preparation. As a result, lingerie is positioned as part of everyday dressing rather than a separate statement.
The Spring/Summer 2026 collection focuses on lightweight fabrics and lace detailing. In addition, it introduces a soft, classic colour palette. Key pieces include the “Ethereal Embrace” bridal range, as well as silk slips and dressing gowns. Alongside these, the collection updates core styles such as Pretty Flowers and The Art of Lingerie.
Allen commented on the partnership and highlighted her appreciation for Italian design. She also noted a preference for structured, underwired styles with sheer detailing.
Meanwhile, Matteo Veronesi, CEO of Intimissimi Global, said the collaboration reflects the brand’s focus on the UK market. He added that Allen represents both modern femininity and London style.
The campaign launches on 23 March 2026. The collection is now available online and in stores worldwide.
About Intimissimi
Founded in 1996, Intimissimi specialises in lingerie and loungewear. It combines Italian design with a contemporary approach. Today, the brand operates in over 50 countries with more than 1,700 stores worldwide.
