female power
three perspectives, one mission
Vivian Hoorn in Primadonna, through the lens of Marie Wynants
At Primadonna, it is our purpose to make women feel unstoppable. We believe lingerie and intimates should be a source of confidence and power. Together with photographer Marie Wynants and muse Vivian Hoorn, Primadonna unveils this ‘not so traditional’ lingerie campaign rooted in that shared vision of female power and body confidence.
Inspired by organic shapes and the female silhouette, Marie Wynants developed a concept that plays with contrast: softness versus structure, vulnerability versus control. Floral imagery mirrors the body, blurring the line between nature and skin.
The textures of Primadonna lingerie are treated as sculptural elements: supportive, refined, tactile, becoming part of the body rather than sitting on top of it. The result breathes Primadonna: a celebration of natural female forms and the timeless, empowering effect of lingerie.
About Marie
Marie is a visual artist and photographer, known for her precise sense of light, composition, and pose, transforming bodies and ordinary objects into sculptural images. Years of being closely observed as a dancer sharpened her instinct for directing bodies and gestures. Her controlled, sculptural gaze creates an intriguing tension with her muse, Vivian Hoorn.
About Vivian
At the heart of it all is Vivian Hoorn, whose presence as muse radiates self-assured femininity and champions embracing the body in all its evolution. Through Vivian, femininity is presented as powerful, quiet, and self-assured. Intimate, but never fragile. The result is a seamless expression of Primadonna’s purpose, brought to life through a collection that moves with them like a second skin.
