Yamamay, the Italian lingerie and beachwear brand, is the latest fashion label to find inspiration in Hawaii’s sun-kissed shores, dramatic naturescapes and mai tai cocktail culture.

Its new summer beachwear collection, dubbed “A Hawaiian Dream,” features embellished solid- and floral-print bikinis, slinky sundresses and rompers, and poncho-style coverups in sheer fabrics, as well as boardshorts and T-shirts for guys. It’s a collection that’s full of life and effortless luxury.

Sometimes referred to as the Victoria’s Secret of Italy — but with fashions for men and children, too — Yamamay started as a small family company in 2001. It now has more than 600 stores in more than 20 countries, and company founder Luciano Cimmino said he hopes to open a Waikiki store soon.

Each season, Yamamay chooses an exotic location to inspire its collection. For summer 2011, Beppe Spadacini, one of Yamamay’s key fashion designers, yearned for Hawaii.

Cimmino explained that the “designs want to describe the soul and mirror the unimaginable sunrise on the beach, the breathtaking Hawaiian beaches made of black sand derived from the erosion of volcanic rocks. We want to pass the message of a warm, tropical and friendly emotion — as the Hawaiian dream is.”

The beachwear campaign was shot in the spring on Maui and on Oahu at Pipeline and Sandy beaches, Diamond Head and other locales by noted fashion photographer Carlo Maria Fulcis, whose work has been featured in the likes of Cosmopolitan and Elle magazines.

Imported supermodels Alyssah Ali and Bianca Klamt were spotlighted, but Yamamay also enlisted some unsuspecting local talent. Christian Lightbourne said he was walking down Sandy Beach with a friend when the Yamamay crew approached them about modeling.

“It was absolutely amazing! I had never modeled before, but the modeling was quite easy and fun,” he said. “All of those involved were wonderful … and to top it all off, I got paid for the blissful experience.”