Feminist group protests Intimissimi lingerie ad featuring Irina Shayk

The Italian lingerie brand Intimissimi launched a campaign featuring Russian model Irina Shayk to promote its new lace bralette. The ads, which show Shayk's perfect body and full bust, have been criticized by the Mantua chapter of the feminist movement Non una di meno as reinforcing stereotypes about the female body. The group, founded in Argentina in 2005 to combat violence against women and gender discrimination, has placed protest stickers on billboards reading "anche questa è violenza" (this too is violence) and launched social media posts demanding "Il corpo perfetto è il TUO!!!" (The perfect body is YOURS!!!). The article argues that while advertising's role in shaping cultural norms is significant, this particular ad is not egregious: it simply shows a healthy, confident woman promoting a bra, unlike more exploitative campaigns. It contrasts Intimissimi's approach with Dove's focus on natural beauty, noting that both are legitimate marketing strategies. The piece warns against replacing critical thinking with political correctness and easy censorship.