'I wanted to create clothes that were really feminine but at the same time strong and powerful,' explains Chiara Ferragni. We're standing backstage post Intimissimi On Ice show where Chiara AKA The Blonde Salad blogger, has just made her costume design debut. 'I started researching in March and coming up with ideas. It started with the theme of mythological figures and the role of women within those stories.'
Seven months later, Chiara's designs were shown in full at Verona's amphitheatre at an extravagant show featuring Olympic skaters from around the world and live performances from Andrea Bocelli. 'One of the reasons why I decided to be part of this important show is because it’s an opportunity for me to test my knowledge of fashion and what I learned so far in the fashion design field,' Chiara explained. Attending all the major fashion shows every season, Chiara says her designs naturally were inspired by key designers including Versace, Prada and Dior. In partnership with Intimissimi, the results included bralettes teamed with full tulle skirts, bodices with intricate floral applique detailing and bodysuits with peek-a-boo cuts.
'A lot of my designs you could wear off stage too,' Chiara says. I wanted to show that lingerie can be made easy to wear. It's like how I've styled myself tonight. I'm wearing a bralette but I've teamed it with a classic tux jacket and trousers to keep it smart.'
As for what makes the blogger feel empowered herself, Chiara says it all comes down to mood. 'I think it is different for every woman. For some it's when they feel sexy. For others it's when you're more casual or natural.'
This theme of empowerment is also continued in the latest Intimissimi campaign that stars model Irina Shayk, tennis player Ana Ivanovic, Insta foodie Ella Mills and actress Dakota Johnson. Shot by Mario Testino, interestingly it doesn't show any lingerie on the body at all, instead it aims to 'ask us to look beyond the surface of these incredible women, and to celebrate their personal triumphs and achievements.'
Speaking about the campaign, Testino says: 'The casting is fabulous, but I also liked the challenge of communicating an underwear campaign through women who are fully dressed. I wanted to capture how these women look and feel wearing the underwear underneath their clothes. It's a very daring way for Intimissimi to sell underwear.'