Female power as you've never seen it before

When three powerful visions unite, the result transcends a traditional campaign. Primadonna, photographer Marie Wynants and body confidence icon Vivian Hoorn connected over a shared belief: female power is undeniable, at every stage of life and in every form. The result is a campaign that is both artistic and authentic, showcasing what Primadonna continues to represent after more than 150 years.

For over 150 years, Primadonna has cultivated a profound understanding of the female body. The aim is not to correct it, but to meet the genuine wants and needs of women when it comes to lingerie.

Carole Lambert, head of design: “Our lingerie must be a source of self-confidence and strength, not insecurity. We want only one thing: to make women feel unstoppable, and never too much, at every moment and in every stage of life.”

Not an ordinary lingerie campaign

Primadonna has long found kindred spirits in photographer Marie Wynants and body confidence icon Vivian Hoorn. However, they have never before gone so far in creatively translating their shared vision of female power and body confidence. Wynants was given carte blanche.

Marie Wynants: “Receiving carte blanche from both Primadonna and Vivian is a dream for any photographer. On set, I was given complete freedom to experiment, to slow down, to let things fall apart and then bring them back together. Somewhere between the archive, the body and that freedom, everything naturally came together as one.”

Inspired by organic forms and the female silhouette, she developed a concept that plays with contrast: softness versus structure; vulnerability versus control. The photographs show a powerful femininity, intimate but never fragile. Textures blend seamlessly into skin. Flowers and the body become one. Archive pieces, some still bearing their original paper labels, and contemporary Primadonna lingerie become an extension of the body. They are not photographed as products, but as a second skin and artefacts of a continuous mission.

Wynants: “I was not interested in perfect lingerie shots. This shoot had to go beyond that.”

Vivian Hoorn: the body as art, not an ideal

At the heart of the campaign is Vivian Hoorn. She is one of the most recognisable and outspoken voices on femininity and body confidence in the Netherlands and beyond. Hoorn is known for her openness about how her body changes with each new chapter of her life. On set, she was photographed without hesitation and with complete confidence, not as a model, but as a woman who genuinely wants to be seen.

Hoorn: “Being part of this campaign means celebrating women as they are and seeing the body as art. I love that it is not about shooting with a commercial eye, but about honouring the female body and telling a story.”

The campaign radiates trust. Trust between a brand and its promise to the women who wear its collections. Trust between a woman and a body that constantly renews itself. Trust between a photographer and her muse who reveals her true self. Three perspectives, one shared belief: female power is undeniable and timeless, at every stage of life, in every form.

Launch: SoHo House Amsterdam, May 11

The campaign was unveiled on May 11 during an intimate dinner at SoHo House Amsterdam. This was a deliberate choice of setting that matches the tone of the campaign itself: warm, authentic and far removed from a conventional product launch.