Now You Can Buy Lingerie Like '50 Shades' Star Dakota Johnson

Dakota Johnson Intimissimi - Publicity - H 2017
Courtesy of Intimissimi

The actress is the new face of Intimissimi.

As the star of one of the steamiest franchises of the decade, 50 Shades of Grey, Dakota Johnson knows a thing or two about sex appeal.

Her new role as a brand ambassador for Italian lingerie brand Intimissimi thus treads familiar territory for the 27-year-old star, who was photographed by Mario Testino for the campaign. Appearing in a silky red dress, with shiny waves and a swipe of red lipstick, Johnson channels her Old Hollywood roots (her mother is Melanie Griffith and her grandmother is Tippi Hedren) with the air of a glamorous silver screen siren.

Johnson is one of four spokespeople for the brand's #InsideandOut campaign, which also includes model Irina Shayk, writer Ella Mills and tennis player Ana Ivanovic. Casting Johnson for the ads is just one element of Intimissimi's U.S. growth plan. The brand, which is priced at $79 or less for most items, and has been called the Italian Victoria's Secret, recently opened its first American store on Fifth Avenue in New York and opened its ecommerce channels to the U.S. market.

Here, Johnson opens up about the global campaign, working with Testino and her own definition of romance.

What do you think about the new Intimissimi campaign, and how did you react when you heard that you would be one of its ambassadors?

I was honored to be part of this amazing casting and campaign. Intimissimi has a new goal: to celebrate empowered women and I'm completely aligned with their new vision and message.

How has it been working with Mario Testino?

Working with Mario was so much fun, free and wonderful. I hadn't seen him in a while, and we worked together once before. It was for my first Vogue cover and I was very nervous.

If you could take home one Intimissimi lingerie piece from the shoot what would it be?

The one I was wearing during the shoot — it's a form-fitting bra that gives your body a better structure. One of my favorite Intimissimi pieces is Elena bra, which is an elegant and soft lace bralette.

Favorite style of lingerie?

Natural and feminine.


A post shared by Intimissimi (@intimissimiofficial) on

What is romance to you?

Romance for me is sense of humor, chivalry and loyalty.

What is Italian style to you?

Italian style means beauty, elegance and perfection.

Guilty pleasure?

My guilty pleasure is sleeping!

How much have you changed since you set out on your career?

I've changed a lot. I've learned how to make myself more comfortable, and feel more at ease in front of the camera. I love how much I learn on every job, from the people I work with, and the locations. And even if it's mastering some sort of skill, I just love all of the new experiences it brings.