Jennifer Lopez is set to become the new face of Intimissimi.
The 53-year-old star has become the company's latest global ambassador, and Intimissimi bosses hope Jennifer can help to build the brand in the US, where its progress was slowed by the COVID-19 pandemic.
Marcello Veronesi, the group general manager, told WWD: "With the last two years due to the pandemic we slightly cooled down, slowed our expansion, but … we are looking toward next year to spend again."
Intimissimi - which specializes in bras, briefs, lingerie, vests, and pajamas - still sees massive growth opportunities in the US.
Sandro Veronesi, the company's CEO, explained: "The market is opening up a new phase after the domination of Victoria’s Secret.
"Now there are new brands and we hope to take a part of that market. We have a fashionable proposal for Intimissimi in the States. It will take some time to be known."
More from this section
Sandro also acknowledged that there are marked differences between the European and American markets.
He conceded, too, that the brand needs to develop a better understanding of American consumers.
Sandro said: "We want to grow a lot and we also want to understand better the taste and the preferences of the American public because the two markets are different and the competitors are different.
"So we have to learn a lot, and to invest in opening shops, communication and world expansion."
Meanwhile, Jennifer previously admitted that her New York upbringing has had a big influence on her style.
She explained: "In New York, in the Bronx, it was very, 'we dress like a boy with Doc Martens and man pants and a wife beater'. It was very Latin, big hoops and eyeliner, and that stayed with me. That mix of toughness and sexiness."