Lindex’s big spring campaign will feature a Modern Preppy look. The campaign was inspired by the sporty, relaxed lifestyle that is characteristic of USA’s East Coast gems, such as Long Island and the Hamptons, yet with a certain Scandinavian touch. The combination results in a fresh, new feeling.
“It’s simply great that Gwyneth Paltrow will be modelling the new collection. She is a fashion icon, synonymous with the Modern Preppy concept, which makes her perfect for this role. She also personifies the Lindex brand in an exceptional way because she is such a positive, warm and energetic person. We are overjoyed,” says Johan Hallin, Director Concept & Marketing at Lindex.
When Gwyneth isn’t wearing elegant gowns on the red carpet, her style preference is stripes and “casual chic”. The decision to use her as Lindex’s model was an easy one, since she is practically synonymous with the Modern Preppy look.
– “I really love the clothes! I would never represent a brand that I wouldn’t wear myself. I love the top and shorts that I was photographed wearing, as well as the chinos and blazer. These are the kinds of clothes that I wear everyday. I also love stripes and I wear striped clothing practically all the time,”, says Gwyneth Paltrow about the collection.
The collection that Gwyneth Paltrow will be modelling is one of Lindex’s most exciting new fashion concepts for the spring. It can best be described as Modern Preppy with a slight twist. Key items, like the club blazer, oxford shirts, chinos and cable-knit sweaters get an extra kick from sequins, gold buttons and unexpected colour combinations. Classic colours are combined with the new, vibrant spring colours, like orange and grass green. The main patterns are stripes, plaids and tiny polka dots. Attention to detail applies to all items, even on the inside, which creates a feeling of luxury. The look is completed with accessories, such as canvas bags, espadrilles and jewellery to achieve inspired styling.
” The collection is called Holly & Whyte and it combines timeless fashion classics with a new twist. The collection has been carefully assembled and it is easy to create your own personal look by mixing and matching items the way you want to. Our design and purchasing team has come up with the perfect combination of comfortable classics and the right fashion feeling for spring. We’ve also added a touch of fun and glamour, which makes the collection wearable for everyday occasions as well as parties,”says Lea Rytz Goldman, Director Design & Purchase at Lindex.
The collection will be sold at all Lindex stores and at www.lindex.com as of 21 March. The campaign will also be shown in TV commercials, printed ads, digital media and billboards.
For more and high-resolution images, visit the Lindex Newsroom and see the “behind the scenes” film.
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For more information, please contact:
Johan Hallin, Director Concept & Marketing Lindex.
Tel: +46 31 739 50 04
Kaisa Lyckdal, Press Relations Manager Lindex
Tel: +46 31 739 50 60
Lindex is one of Europe’s leading fashion chains, with more than 450 stores in 14 markets. Our business concept is to offer inspiring and affordable fashion. The Lindex selection encompasses a variety of fashion concepts within women’s wear, children’s wear and lingerie for women who are interested in fashion. Lindex is part of the Finnish-listed Stockmann group. More information is available at www.lindex.com.