“Women’s breasts have always been subject to various symbolic metaphors – grapefruits, lemons, mountain peaks and much more. We think it’s time to take back and change the way we look at these. With warmth and a sense of humour, we want to show how every woman owns her metaphor and its meaning. We simply want to encourage everyone to be themselves and love their breasts just the way they are, regardless of size or shape", says Linda Olsson, Head of Global Marketing at Lindex.
Lindex's underwear campaign features natural and amazing persons who identify themselves as women. They are in different situations and stages in life, where they in a proud and self-confident way reflect on their breasts and own their metaphor. With the campaign, the fashion company wants to celebrate women’s differences and encourage every woman to love herself and her breasts just as they are.
Lindex’s long experience and heritage within underwear has given a unique knowledge of women's bodies, fit, comfort and quality, which has made the fashion company a market leader in underwear in the Nordics. For Lindex, women are always in focus and this spring’s underwear campaign is one of all the initiatives that are in line with the fashion company’s higher purpose - to empower and inspire women everywhere.
Lindex’s underwear campaign is launched today. See the campaign film.