For the Initmissimi Spring 2019 ad campaign, the Italian lingerie brand sets images against a New York City backdrop as Sarah Jessica Parker poses wearing relaxed pajama pieces paired with bra styles.

Italian-based lingerie brand Intimissimi is known for its sexy but natural looking and wearable undergarments for women. As the brand expands its presence in the U.S., Sarah Jessica Parker takes on the role to spotlight the collection and bring light to the luxurious brand.

Sarah Jessica’s timeless beauty provides the most perfect canvas for the Intimissimi pieces, which include silk pajamas and triangle bras, combining sensuality and functionality.

The campaign is said to empower women and calls upon Sarah Jessica’s intelligence, charisma and personal femininity as they celebrate the launch of the Triangle Bra collection. Initimissimi aims to celebrate femininity with spontaneity and a light-hearted attitude that all women can ‘wear’ in their own way, as they go about their everyday life.