With its new campaign unveiled on last week at Soho House Amsterdam, PrimaDonna continues a reflection on the representation of the female body and the evolution of the visual codes of lingerie.
For this project, the Belgian brand partnered with photographer Marie Wynants and Dutch content creator Vivian Hoorn, a figure renowned for her work promoting body confidence and self-acceptance.
Far from static or idealized representations, the campaign develops a more intimate and embodied vision of femininity. The images conceived by Marie Wynants blend archival pieces, organic textures, and contemporary lingerie, in an aesthetic where the product almost disappears behind the presence of the body and the personality of the woman who wears it.
The compositions play on the contrasts between softness and structure, apparent fragility and self-affirmation, in a staging deliberately removed from the traditional codes of lingerie photography. More than a simple discourse on inclusivity, the project seeks to establish a more emotional and realistic relationship with the female body.
At the heart of this visual narrative, Vivian Hoorn appears less as a model than as a presence, with an assertive, natural and unadorned femininity. This approach echoes a broader evolution in the industry, where lingerie brands tend to favour narratives centred on individual expression, comfort and lived experience, rather than a normative vision of the silhouette.
Through this collaboration, PrimaDonna also confirms its commitment to creating a dialogue between corsetry heritage and a contemporary perspective.
