Vivian Hoorn in Primadonna, shot by Marie Wynants

Female strenght like you've never seen it before

May 12, 2026 - Primadonna gives carte blanche to photographer Marie Wynants and body confidence icon Vivian Hoorn in its latest campaign.

When three strong visions come together, the result is something that goes beyond a traditional campaign. Primadonna, photographer Marie Wynants and body confidence icon Vivian Hoorn united around a shared belief: female strength is undeniable, at every stage of life and in every shape. The result is a campaign that is as artistic as it is authentic, reflecting what Primadonna has stood for for more than 150 years.

For more than 150 years, Primadonna has built a deep understanding of the female body. Not to correct it, but to respond to what women truly want and need from their lingerie.

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

Not your average lingerie campaign

In photographer Marie Wynants and body confidence icon Vivian Hoorn, Primadonna has long found like-minded collaborators, but never before have they gone this far in creatively translating their shared vision of female strength and body confidence. Marie Wynants was given carte blanche.

Marie Wynants: “A carte blanche, given by both Primadonna and Vivian, is a photographer’s dream. On set they gave me the space to push, to pause, to let things fall apart and pull them back together again. Somewhere between the archive, the body and that freedom, everything merged into one.”

Inspired by organic forms and the female silhouette, she developed a concept that plays with contrast: softness versus structure, vulnerability versus control. The images portray a powerful femininity - intimate, yet never vulnerable. Textures flow seamlessly into skin. Flowers and body become one. Archive pieces, some still carrying 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 as artefacts of an uninterrupted mission.

Marie Wynants: “I wasn’t interested in making perfect lingerie pictures. This shoot needed to be more than that."

Vivian Hoorn: the body as art, not as an ideal

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

Vivian Hoorn: “Being part of this campaign means celebrating women as they are, and seeing the body as art. I love that it’s not about photographing through a commercial lens, but about honoring the female body and telling a story.”

The campaign radiates trust. Between a brand and its promise to the women who wear its collections. Between a woman and a body that continues to reinvent itself. Between a photographer and her muse, who allows herself to be truly seen. Three perspectives, one shared belief: female strength is undeniable and timeless, in every stage of life, in every shape and form.

Launch: SoHo House Amsterdam, 11 mei

The campaign was unveiled on May 11 during an intimate dinner at Soho House Amsterdam. A conscious choice for a setting that reflects the tone of the campaign itself: warm, authentic and far removed from the conventional product launch.