VERONA — Italian underwear brand Tezenis, part of hosiery, innerwear and beachwear group Calzedonia SpA, has tapped British singer and actress Rita Ora to front its fall ads. Ora performed at Tezenis’ fall fashion show on Wednesday in Verona.
The “How We Do” singer hit the catwalk with two hip-hop dancers, donning her signature platinum blonde hair and red lipstick, as well as tight black pants, a black jacket and a black sequined bra from the company’s upcoming fall collection.
Tezenis is banking on Ora’s appeal and base of five million fans on social media.
Fringes, sequins and technical fabrics combined with lace and elastics dominated the new collection of the underwear brand, which counts more than 500 stores in 18 countries.
In a separate development, Tezenis has also lined up a collaboration with one of the most iconic toy characters in the world. In September, the Barbie capsule collection will hit the brand’s stores, and will include T-shirts, sweatshirts, pajamas and outfits for women and girls, inspired by the world of the famous doll.