Although undergarments used to just serve the purpose of functionality, they have become a prominent part of the fashion industry in their own lingerie world. In America, no matter who you are, you have probably walked by and noticed the numerous Victoria’s Secret stores with their characteristic black and pink exterior. In Italy when you roam the streets and malls, those are replaced by Intimissimi, a global intimates chain that has more of a white, bright, and vibrant atmosphere differing from the dark and sultry vibes of Victoria’s Secret.
But, it takes more than a quick glimpse of the decked out mannequins in the storefront windows to tell if this store is right for you. Whether you are an avid Victoria’s Secret shopper looking to scope out the new scene and feel out the difference, or just someone who is curious about an Italian lingerie shopping experience, wander inside to be transported into a world of more diverse options personalized for you than you could ever expect.
According to Intimissimi, its brand is a part of Calzedonia, an Italian company. The company created the brand in 1996 with the goal of offering high-quality underwear. Its style is described as “simple but refined” and “aloof from excess and aggressiveness”.
Intimissimi offers a wide range of bras, briefs, matching sets, lingerie and pajamas for both women and men ages 15 to 50 years old. Stores can be found all over the world, but the brand is specifically a leader in European markets.
When in Florence, there are two stores in the city center you can check out, and they carry the same apparel, according to a store worker. One store is ironically right down the road from a Victoria’s Secret. Some major differences between Intimissimi and American lingerie brands like Victoria’s Secret are that Intimissimi has a men’s section and that the sizes run larger here than in America.
Tip: So don’t forget to take the stairs down to see the whole men’s section when you are in the store! And pick out your bras 1-2 cup sizes down from your normal American size.
Federica Zaccardo, who has worked at Intimissimi since January, said what makes Intimissimi different from other brands is that it is meant to be worn by everyone. This summer, their sizes are going up to cup 9 in Italian sizes, which is even more than a G cup in American sizes. She said Intimissimi also has PJs, t-shirts, and other items in addition to lingerie, making it more complete as a brand. It is more comprehensive than Victoria’s Secret, which goes from “one extreme to another” in terms of the audience the brand targets, she said.
“We have things that are a bit more fun for everyone to enjoy,” Zaccardo said. “Even things that are more comfortable.”
Zaccardo said the experience in the store is very customized to the customer because bra choice is such a personalized thing. If you come in to shop at Intimissimi, a worker will follow you around to make sure you find whatever you need that fits you because it is hard to tell on your own. She said people are typically embarrassed to shop for bras, so workers at Intimissimi try to make it extremely easy and comfortable. It is very important to make the right choice because it is something you wear every day, she said.
She said that what differentiates Intimissimi from other brands is also its price tag. Intimissimi focuses on offering customers high quality lingerie, but for prices affordable for everyone. With bra prices ranging from 19.90€ for the most basic bras to 35.90€ for the more extravagant ones, people have a diverse array of options at competitive and reasonable prices. Even the tops made of 100% silk are only 39.90€, Zaccardo said.
Zaccardo’s favorite items are the bralettes because of their comfort and versatility. Bralettes -- bras without wires or molded cups -- are on trend now because people tend to go toward what’s more comfortable, she said. People complain about bra straps sinking into their skin, and they say bralettes are more comfortable because they mold onto the skin.
Zaccardo also loves “bra tops” because they can be worn both as a bra and as a top, hence the name. She said it has become trendy to wear these bra tops with high waisted jeans.
“If you want a nice bra with a good price tag that lasts forever you come here,” Zaccardo said about Intimissimi.
To dig into drawers of colorful underwear, get your hands on the many diverse bras and bralettes hanging on the shelves, and/or snag a pair of all-silk pajamas, stop by Intimissimi when you are in Florence’s city center on your next shopping spree. Its bright white stores, inviting atmosphere, and workers committed to helping you will give you a personalized lingerie shopping experience that is a distinct Italian experience in itself.
The two stores can be found by simply walking down the main roads of Via dei Calzaiuoli and Via de’ Cerretani, which are both lined with shops. When you are taking care of some foreign clothes and souvenir shopping, don’t forget about lingerie and underwear. With a brand as comfortable, affordable, trendy, and comprehensive like Intimissimi, you don’t want to Inti-MISS this!
