Lindex meets spring with an urban collection of new colour combinations, exciting prints and clean feminine details – in a campaign shot on the vibrant streets of Cape Town, South Africa.
”This spring it’s time to update the wardrobe with comfortable sets, crisp woven tops and a lot of bold color. Khaki green, orange, black and different shades of blue are the base for the collection, seasoned with expressive African graphics and statement animal prints”, says Annika Hedin, Head of Design at Lindex.
The campaign film, in which the models are lip-syncing to Diana Ross’ “I’m coming out”, embodies Lindex feel good-attitude towards fashion. The campaign is filled with positive energy and self confidence, fronted by 7 models of which Swedish Sabina Karlsson is one of them.
”The campaign is very uplifting and has such great energy. It’s inspiring that Lindex focuses on showing different women in their campaign, no matter size or ethnicity. Shooting this campaign was a lot of fun”, says Sabina Karlsson.
Lindex Spring Collection is being launched in all Lindex stores and at lindex.com on March 23.
Agency: Wednesday London
Photographer: Pamela Hanson
Director: Steven Brahms
Styling: Jessica Pousette
Make-up: Gemma Smith-Edhouse
Hair: Paolo Soffiati