Lindex launches new global concept ‘Underwear for Life’ – captures real life in a short film

‘With our new underwear concept, we want to reflect real life, with all its ups and downs, which the receiver can relate to. Lindex has been there for women for 70 years, and our long heritage in underwear has given us unique knowledge about women's bodies. Empowering and inspiring women is the foundation of everything we do, and we want to show that we are there to meet her needs through the different stages of life’, says Linda Olsson, Global Marketing Director at Lindex. 

Lindex's new underwear concept 'Underwear for life' puts women at the center, and as part of the concept, Lindex launches a new short film that follows a woman's life from the early teenage years to menopause and everything in between. The film is directed by Fiona Jane Burgess, known for highlighting the female perspective and sparking meaningful debate. 

In the seventy years that Lindex has existed, the aim has always been to create underwear in which women can feel comfortable, and the range is constantly evolving, from comfort to function and innovative design. To gain further knowledge about women's bra sizes, Lindex conducted a comprehensive customer study* in the Nordics in 2021 for its underwear assortment. Based on the findings from this study, the fashion company has since expanded by about 20 bra sizes and now has approximately 60 sizes in its assortment. 

‘Our range of bra sizes includes 9 cup sizes from AA to H and 8 band sizes from 65–100. We cover 93% of all bra sizes that women in the Nordics report having according to our customer study. One might think that's enough, but with our expertise in fit and comfort, and our constant focus on understanding women's needs, we work to ensure that all women can find their bras with us’, says Elin Herngren, Design & Buying Manager at Lindex. 

 
Watch Lindex's new short film here. 

*The survey was conducted in 2021 through an online panel with a representative selection of women aged 18-65 in Sweden, Norway, and Finland. A total of 3600 interviews were conducted.