Knitting revolution at Lindex

Knitwear is the keyword at the Lindex fashion chain this autumn, and to show our customers just what that means, Lindex is starting a knitting revolution.

“Knitted garments in their wealth of variations are at the focus of this autumn’s fashion, we see everything from simple finely-knitted cardigans to delightful chunky knitwear. This autumn’s knitted fashion at Lindex is inspired by an attractive mix where 1970s Bohemian romanticism meets the new grunge look. These garments need volume as well as all kinds of knitted patterns and structures,“ says Emma Wiklund, Fashion and Consumer Advisor at Lindex.

Swedish supermodel Caroline Winberg is presenting this autumn’s knitted fashion from Lindex. The campaign is being photographed by Jimmy Backius in New York.

To get the right feeling, designer Per Söderberg has created a temporary shop-in-a-shop in ten selected Lindex stores – a new way of displaying knitted garments and an exciting shopping experience. His inspired creation can be seen in the following Swedish stores; at Gallerian and Sergels Torg in Stockholm, on Södergatan in Malmö and on Nordstan and Kungsgatan in Göteborg.

“The knitting revolution is a concept for our autumn campaign, when knitted garments really take over in our stores and in all our marketing activities. No one will be able to miss the message that knitting is really trendy this autumn, and we are going to show this in a new and exciting way,“ says Johan Hallin, Marketing Manager at Lindex.

The campaign can be seen from September 17 on Television, on billboards, on the Lindex website and in Lindex stores. It is being run in all the countries where Lindex are represented, namely Sweden, Norway, Finland, the Baltic States, the Czech Republic and Russia. For high-definition pictures, visit the Lindex photo archives at www.lindex.com/se/press


For more information, contact:

Sara Carlsson, Head of Corporate Communications Mobile: +46 70-881 14 88
Emma Wiklund, Fashion and Consumer Advisor Mobile: +46 70-790 55 09
Johan Hallin, Marketing Manager Mobile: +46 70-510 58 87

The Lindex business idea is to offer inspiring and attractively priced fashion. The range comprises several different concepts in lingerie, ladies’ fashion, children’s fashion and cosmetics. With about 350 boutiques in Sweden, Norway, Finland, the Baltic States, the Czech Republic, Russia and the Middle East, Lindex is one of northern Europe’s leading fashion chains. Lindex is part of the Finnish bourse-listed Stockmann group. For more information, go to www.lindex.se.

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