“We want women of all sizes to feel included and that they can buy items from all our fashion concepts. This change will make our collections more inspiring and accessible to more customers. We have already received positive response from our customers, which is clear proof that our initiative is appreciated,” says Annika Hedin, Lindex Head of Design.
The Fall Fashion Heroes campaign centres around this autumn’s 5 wardrobe heroes: the balloon sleeve sweater, the trumpet sleeve top with cowl neckline, the knitted dress, the skinny cropped trousers and the statement jean. The colour palette shifts from deep burgundy and amber tones, to a softer pastel pink.
“I think it’s fantastic that Lindex is including larger sizes in their collections. It was an incredibly powerful shoot because of the diversity of women chosen for the campaign; there was so much girl power on set”, Ashley Graham commented on the shoot.
In addition to Graham and Huffine, supermodels Alek Wek, Toni Garrn and Cora Emmanuel also front the campaign.
Lindex Fall Fashion Heroes will be launched in all stores and on lindex.com on 22 September.
For more information, please contact:
Tel: 46 31 739 53 13