Lindex thinks life needs a little more support

With this spring's underwear campaign ‘Your invisible support’, Lindex is taking the next step in the brand's successful development. The fashion company is also taking further steps in becoming even more inclusive in its assortment.

Lindex is now launching its new underwear campaign 'Your invisible support'. From your teenage years to your wise years. Through falling in love for the first time to the club nights that never end. From being pregnant to the endless nights with a baby. From changes in life to finding yourself again. From leaving your job forever to helping your granddaughter find her first bra. Lindex is here for the woman throughout her life. 

Our aim was to create a film that is easy to identify yourself with. As a tribute to women's lives and all that it entails. The beauty of being a woman in both ups and downs. We want to show how Lindex supports women through life and how our fantastic products are always there for her as an invisible support in different situations. That support became the word was obvious to us. We have been around since 1954 and everything we do, we do for women. I am very proud of what our fantastic creators have created together with the production company new-land and the director Olivia Kastebring. It is a new visual expression that tells the story in a nice way", says Linda Olsson, Director of Global Marketing at Lindex. 

The woman has always been in focus for Lindex, that started as an underwear company in 1954. With its heritage and unique expertise, Lindex is the market leader in underwear in the Nordics and offers a wide assortment of timeless favorites and inspiring news characterised by comfort, quality, function and innovation. Lindex is now also taking further steps in becoming even more inclusive in its assortment. 

Creating underwear with a fantastic fit requires a solid experience and understanding of the woman's body. We at Lindex are proud of our unique underwear expertise and for us, underwear is all about function and comfort. It is very important that the garments we wear closest to the body are soft, comfortable and provide the right support. We have a strong focus on understanding women's needs and want all women to be able to find their bras with us. An extensive bra survey* we have done shows that 93 percent of women in the Nordic countries can find their bra size at Lindex, but for us it is not enough. As a next step, we are now implementing a program for women who do not find their size or the right fit with us today, to be part of our development going forward and evaluate new models and innovations", says Elin Herngren Design and Buying Manager Lingerie at Lindex.

Lindex's new underwear campaign is launched this week. See the campaign film

*The survey was conducted during 2021, using online panels with a representative selection of females aged 18-65 in Sweden, Norway and Finland. ​A total of 3600 interviews.

For more information, please contact:

Kristina Hermansson
Senior PR & Communications Manager
Phone: +46 (0)31 739 50 70
E-mail: press@lindex.com

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