Lindex spring campaign is all about that true beauty comes from what you do as well as how you look. The campaign highlights three beautiful women who also do good things outside of the fashion world, which in turn makes them Super Role Models.
- I have learned that it’s what you do, how you do it and what you do with what you have that matters. I am who I am and I like that this campaign is providing a platform for each of us women, Toni, Liya and myself, at different stages of our careers who are all doing more with our lives than just modeling. I think it’s a positive example to show that none of us are only as we may seem at a glance and that everyone has the capacity to do more, says Christy Turlington Burns.
Beside the fact that Christy, Liya and Toni are all well-known, established models they also have a social commitment, primarily focused on motherhood and children. The organizations 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.
- We chose to work with Christy, Liya and Toni as Super Role Models because we believe that the spirit they convey and the example they set will inspire our customers to consider the meaning of beauty - not only on the outside but the inside too. The campaign message is that we can all do better, in large and in small scale, and that concept is of great importance for both Lindex and its customers, says Johan Hallin, Director Concept & Marketing at Lindex.
Lindex, who have an ongoing social commitment, will during this campaign 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.
Water Aid Facts
WaterAid is an international independent organization that works to transform lives by improving access to safe water, improved hygiene and sanitation in the world's poorest communities. WaterAid works in 27 countries worldwide,and Lindex have since 2014 committed to become a partner to WaterAid. The water issue is very important to Lindex, and is a part of our long-term sustainability commitment. Partly because textile production consumes large quantities of water and it is a precondition for our business, and mainly because access to clean water is essential to human life.