Milan, February 2020. Yamamay has decided to ring in the new decade by taking up two of the leitmotifs that have always distinguished the soul of the brand: Italian spirit and sensuality. Italian women are absolute icons of beauty and sensuality all over the world. In this campaign Yamamay tells their story through Italian supermodel Bianca Balti who brings out an ironic, intelligent and intriguing sensuality. A sensuality that speaks on its own, without taking itself too seriously.

The real protagonist of the black and white shots of the first part of the campaign are the garments of the Basic collection. The second part, in colours, is dedicated to the garments of the Spring collection 2020. A photographic story by the Italian photographer Giampaolo Sgura brings the souls of Yamamay collections together in pictures: BASIC, synonymous of comfort and transversality, and FASHION, an explosion of sensuality. Natural but magnetic, sweet and elegant, but sexy at the same time, Bianca perfectly embodies the values of Italianness and sensuality that Yamamay wants to communicate through the two campaigns and their respective claims: 'Basically Sexy', because wearing basic products helps to enhance your strengths, thus increasing your perception of yourself – you can be sexy -, and 'Say Sexy, Say Italy' to communicate the spirit of the fashion collection of the Italian brand, sensuality par excellence. New-in for the season are Sculpt shaping body-suit, a functional, highly trendy product designed to shape the body, made of the technical and stretch Sculpt fabric, and Innergy bra, created to help women who need post-operative comfort and support, but that can also be used as sport bra.

‘We asked Bianca to be the face of the new 'Say Sexy, Say Italy' campaign because, as well as representing many characteristics of Italian and Mediterranean beauty, she is perfect to interpret the two souls that coexist in our Yamamay collections, one more basic but still sensual and one markedly sexy – of course, Bianca is Italian but at the same time extremely cosmopolitan’.
Gianluigi Cimmino, CEO of Pianoforte Holding

‘When Yamamay asked me to be the face of their campaign and explained what the concept was, there was no question in my mind about it. I enjoyed the idea of representing Italian sensuality for an Italian brand, portrayed by an Italian photographer. I immediately collaborated with Yamamay to give my vision. From the selection of the garments to the photos, I wanted a sexy yet natural and fresh sensuality to emerge, in which not only Italian women but all women could see something of themselves.’
Bianca Balti

The collection is available in Yamamay Stores - Markovo Tepe Plovdiv Mall, Delta Planet Mall Varna and in our online store - globalbrandsstore.com