"For the spring 2015 we have focused on the flexibility in combining different pieces in the wardrobe. The collection is crisp and fresh with stripes, monochrome prints and fluid volumes. My favorites are the jumpsuit, the voluminous trousers and the tasseled tunics", says Nina Starck, Head of Design at Lindex.
The campaign is about that true beauty comes from what you do as well as how you look and the campaign highlights three beautiful women who also do good things outside of the fashion world, which in turn makes them super role models.
Beside the fact that Christy Turlington Burns, Liya Kebede and Toni Garrn are all well-known, established models they also have a social commitment, primarily focused on motherhood and children. The organisations that they are engaged in are Every Mother Counts, Liya Kebede Foundation and Plan International-Because I am a Girl. To support their commitment Lindex will within the campaign sell the #superrolemodel t-shirt in a limited edition from which all profit will be donated to each of these women’s organisations.
Lindex, who have an ongoing social commitment, will during this campaign also support WaterAid through “round-up” activities in all stores and by donating 10% from all sales during shopping events.
The #superrolemodel campaign will launch in Lindex stores worldwide and online at lindex.com on March 18. It will also be the very first campaign for Lindex launch in UK on March 27.
The campaign was shot in New York in January 2015.
Photographer stills: Chris Colls
Photographer TVC: Gordon von Steiner
Stylist: Maya Zepinic
Hair: Rutger Van der Heide
Make-up: Sally Branka & Michelle Lacey, LGA Management
CD: Mooks Hanifiah, Wednesday Agency