Italian lingerie powerhouse Intimissimi is proud to announce celebrated singer-songwriter Lily Allen as its new UK ambassador. The campaign features the West End Girl star modelling the much-anticipated Spring/Summer 2026 collection, blending the brand’s signature craftsmanship with Lily’s unmistakeably London attitude. The campaign arrives at another career-high for the Brit-pop royalty and fashion icon, who is currently in the midst of a sold-out UK tour that has solidified 2026 as undeniably ‘the year of Lily’.
The campaign narrative follows Miss Allen through a series of private, ‘getting ready’ moments after she receives a cryptic invitation, dressed in Intimissimi’s iconic lingerie and nightwear. Is she going to an exclusive soirée? Or a private rendezvous?
The partnership celebrates the meticulous Italian craftsmanship at the heart of the brand, paired with Lily’s British charm and high-fashion allure.
“I’ve always been in love with Italy and the Italian dedication to elegance and style. Intimissimi isn’t just a label, it’s a staple of Italian fashion and I was thrilled to be asked to be the brand’s ambassador. They truly treat every piece as special. My absolute favourite style is an underwired bra with a sheer cup; I love the structure and support of a comfortable wire for a busy day but that sheer finish is my true non-negotiable” – Lily Allen
“Welcoming Lily Allen into the Intimissimi family is a proud moment for us,” says Matteo Veronesi, Chief Executive Officer of Intimissimi Global. “Intimissimi has always been defined by Italian soul and craftsmanship but to truly speak to our British community, we wanted a voice that was authentic and unapologetic. Lily embodies that perfect blend of sophisticated grace and bold, London energy. She doesn’t just wear the collection; she brings her own unique, honest perspective to it, which is exactly how we believe lingerie should be experienced’”.
