Italians in Underwear

This was an advertising campaign for the Italian underwear company Intimissimi. They wanted to promote their second line Tezenis, by setting up a photo studio outside their stores all over Italy. People were to be stopped off the street and asked if they would accept being portrayed in their underwear. They didn’t have to wear or model any of the client’s underwear from the stores. We thought the biggest problem would have been to convince the people to strip down for us, but , in fact we always had long lines waiting to be photographed.