The idea for Britney Spears’ lingerie line — The Intimate Britney Spears — came in Europe sometime around 2004. She told Glamour in 2014, “I went to Europe [10 years ago] and I went to a store and it was really, really cool … Ever since then, it was like ‘I want to do that. I want a lingerie line.'”
That dream came true in 2014 when the pop star released a series of sexy, luxurious nightwear, with bustiers, kimonos, shorts, and other sleepwear to “make every woman feel confident and beautiful in everything she puts on,” via her website. The brand was inclusive of women with different body types, and it was available only online and shipment went far and wide across the globe, per PopCrush.
The ads and marketing campaigns for The Intimate Britney Spears were also exciting as the “Piece Of Me” singer immersed herself into the process of creating video ads featuring poetic voiceovers and sensual visuals, per PopCrush. Her Instagram was also used to get word out about the brand, and complete with promo content and yet another video that merged poetry with sexual allure, it looked like Spears had hacked a formula that’d be used for several years to come.
However, that would be the last thing to be heard from Intimate By Britney Spears. The venture just faded off without any explanation and no one seems to know what really happened with it. The only traces available of it are throwback Instagram posts, and a distant memory of a time when it looked like Britney Spears would conquer this corner of the fashion business.