A LEG UP: Jennifer Lopez might be the brand new face of Intimissimi, the Italian intimates brand, because it looks to make its mark within the U.S.

The corporate recently signed the pop star as its latest global ambassador, group general manager Marcello Veronesi told WWD throughout the parent company Calzedonia’s splashy Paris Fashion Week party.

Signing Lopez is one among the primary steps in constructing their brand and increasing name recognition for the Intimissimi label within the U.S. The brand launched in Recent York City in 2017, however the group’s ambitious bi-coastal growth plan was slowed by the pandemic.

There are currently 50 Intimissimi stores, half of which opened in 2022. “With the last two years as a result of the pandemic we barely cooled down, slowed our expansion, but…we’re looking towards next yr to spend again,” said Marcello Veronesi.

Marcello heads up communciations for the Calzedonia group, alongside his father Sandro Veronesi, who serves as chief executive officer of the group. The group also owns the Calzedonia hosiery house, in addition to the Tezenis, Atelier Emé and Falconeri brands.

The group sees a large opportunity within the U.S. lingerie and intimates space. Intimissimi was carried through select Victoria’s Secret shops from 2007 – 2010, however the partnership dissolved. Now the brand desires to take a piece of their market share.

“The market is opening up a latest phase after the domination of Victoria’s Secret,” said Sandro Veronesi. “Now there are latest brands and we hope to take an element of that market. We’ve got a modern proposal for Intimissimi within the States. It’ll take a while to be known.”

With Calzedonia, the tights brand, the group has 70 shops within the U.S. and plans for more. “We wish to grow loads and we also want to know higher the taste and the prefereces of the American public since the two markets are different and the competitors are different,” said Sandro Veronesi. “So now we have to learn loads, and to speculate in opening shops, communcation, and world expansion.”

The corporate also took a majority stake within the Antonio Marras fashion house earlier this month. It’s the primary foray into high fashion for the corporate, which has been traditionally focused on accessories and knitwear.

“It’s not our essential ambition, but we saw a chance in a brand that has plenty of creativity but poor organization behind it,” said Salvo Veronesi. “Because now we have a company in communication, retailing and manufacturing and we thought it may very well be a very good marriage and be useful for each.”

The main target is on getting the Marras house on more solid financial footing before any expansion plans, he added.

“Without delay we’re mainly focused on Intimissimi and Calzedonia, the opposite brands will are available the long run,” said Marcello Veronesi. They need to be established with the 2 existing brands before bringing others stateside.

The duo spoke ahead of their “Legs Celebration,” a splashy Calzedonia-branded party and its first event during Paris Fashion Week. The brand took over Palais Brongniart with a large art installation and a room featuring contortionists bending and twisting around a lightweight installation.

The party is an element of the group’s global ambitions.

“It is a totally latest thing for us, because we’ve never organized an event outside Italy with such an enormous investment and variety of guests,” said Marcello Veronesi. “It is a latest experiment for us and we’re looking forward for [the group] to be ready for brand spanking new challenges. We’re here today to verify that our group is a world group, after all we’re based in Italy, but we’re in search of latest experiences.”