Celebrity Name: Lily Allen
Brand Name: Intimissimi
Deal Type: Brand Ambassador / Campaign
Announced: March 23, 2026
Impact: Boosts Intimissimi’s UK visibility by tying the brand to Allen’s sold-out tour and social presence, while strengthening her positioning in fashion and lifestyle partnerships
- Italian lingerie retailer Intimissimi has officially named Lily Allen its new UK brand ambassador, with Allen fronting the brand’s Spring/Summer 2026 collection launching in stores and online.
- The campaign follows Allen through a series of private “getting ready” moments after receiving a cryptic invitation, dressed in Intimissimi’s iconic lingerie and nightwear, blending the brand’s Italian craftsmanship with her unmistakably London attitude.
- The announcement coincides with Allen’s ongoing sold-out UK tour, making this one of the most strategically timed brand deals of her career.
- Intimissimi is celebrating its 30th anniversary this year and operates a worldwide chain of over 1,700 stores, making this a significant global platform for Allen.
Lily Allen has been named the new UK brand ambassador for Italian lingerie label Intimissimi, fronting its Spring/Summer 2026 campaign. The announcement dropped on March 23, 2026, with Allen’s images going live in stores and online the same day.
The campaign follows Allen through a series of private “getting ready” moments after she receives a cryptic invitation, dressed in Intimissimi’s iconic lingerie and nightwear, blending the brand’s Italian craftsmanship with her unmistakably London attitude.
Styled in pieces from the new SS26 collection, Allen is seen in shades of baby blue, black, and ivory, ranging from balconette bras and matching underwear to silk slip dresses with subtle lace detailing.
The deal lands at a career high for the British pop icon. After releasing her comeback album West End Girl in October 2025, which documented her split from Stranger Things actor David Harbour, Allen has firmly reclaimed her spot in the spotlight, with lyrics as quotable as ever and a warmth beneath the satire that fans have rallied around. She is currently on a sold-out UK tour.
Intimissimi, which is celebrating its 30th anniversary this year, operates more than 1,700 stores globally. This marks Allen’s latest addition to an endorsement portfolio that already spans 15+ brand partnerships.
Similar high-profile celebrity brand ambassador moves in 2026 include Dua Lipa joining Nespresso as global brand ambassador and Cardi B partnering with Zevia as both ambassador and shareholder.
Takeaways
This isn’t just a lingerie ad, it’s a statement. Lily Allen choosing Intimissimi at this exact moment in her career (post-divorce, post-comeback album, mid sold-out tour) turns a fashion campaign into a cultural narrative.
Intimissimi CEO Matteo Veronesi said it plainly: they needed a voice that was authentic and unapologetic to speak to British consumers. Lily is exactly that.
For a brand marking its 30th anniversary and expanding UK retail (with recent store openings in Covent Garden and Kings Road, Chelsea), tapping Allen gives Intimissimi exactly the London-coded credibility it needs to compete in a crowded lingerie market.
Does Lily Allen’s personal story (the comeback, the divorce, the reinvention) actually make this campaign more powerful than a conventional celebrity endorsement? Could this deal extend beyond a single season, and what would a longer-term Lily Allen × Intimissimi partnership look like?
