There’s a quiet confidence that comes with knowing exactly what works for you—and Alessandro Matri embodies it effortlessly in the new IUMAN campaign by Intimissimi.
Stripped down to the essentials, Matri steps into a world where refinement meets function. The focus? Classic underwear boxers designed not just to be seen—but to be felt. This is not about excess. This is about precision.
“When performance matters, he chooses the specialists.”
The campaign leans into a philosophy that resonates deeply with the Hunks Over 40 mindset: elevated basics that support real life. A curated selection where technical quality meets everyday comfort, these pieces are engineered for movement, breathability, and durability—without sacrificing style.
Matri’s presence is grounded, assured. No theatrics, no overstatement. Just a man who understands that true style begins beneath the surface.
“Every great look starts where you don’t see it. The right foundation shapes how you move, how you feel, how you show up. Performance starts from within.”
And that’s exactly where IUMAN positions itself—not as an afterthought, but as the starting point. The base layer that defines the entire experience of getting dressed.
For men over 40, this message hits differently. It’s no longer about chasing trends—it’s about investing in what works. Comfort that lasts all day. Support that adapts to your rhythm. Underwear that performs as hard as you do.
With Alessandro Matri leading the narrative, Intimissimi delivers a campaign that feels both aspirational and attainable. It’s not about reinventing the wheel—it’s about perfecting it.
Because at this stage, performance isn’t optional. It’s essential.
Talent @alessandro_matri_32
Brand @iuman
HUNKS OVER 40 
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