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INNERWEAR BECOMES ELETTRA: Italian innerwear brand Yamamay has tapped Elettra Rossellini Wiedemann to pose for the winter collection in the company’s European advertising campaign. Wiedemann — who began her modeling career with Abercrombie & Fitch in 2003 and has been the face of Lancôme since 2006 — was picked for her “innate elegance,” according to Gianluigi Cimmino, chief executive officer of Yamamay’s parent company. Inticom SpA. “She isn’t built like a typical model, but has just the right curves to emphasize feminine sensuality. All women will be able to relate to her and see themselves in these pieces,” Cimmino continued.

Photographer Ruy Teixeira shot the 25-year-old Wiedemann in the penthouse suite of the Rivington Hotel in New York. Besides Italy, the ads will run in European countries where Yamamay is currently sold, such as Spain, Greece and Germany, as well as Russia and the Balkans, where the brand also has a strong presence. Media include major women’s publications and fashion magazines as well as billboards around cities, particularly in airports. The newest campaign flash will run from the end of October through the beginning of the holiday season. The total ad investment was not disclosed. In 2007, Yamamay signed a three-year licensing contract with Jennifer Lopez to produce the JLO for Yamamay line, which the actress publicized by posing for its ad images. — Rachel Mascetta

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