Lindex puts women’s stories at the centre – aims to normalise the female body

6 out of 10 Nordic women feel negatively affected by prevailing beauty ideals, and among young women, the figure is 8 out of 10, according to a Nordic report by Norstat on behalf of Lindex. Even though the female body is a frequent motif in media, it is rarely represented in a way that reflects how women actually look or feel. 

“We want to show women as they truly are – without filters, without idealised poses, and without the traditional camera gaze that reinforces norms. Our goal is to normalise the female body and contribute to a more realistic and respectful body narrative in the fashion industry. It’s about representation, inclusion, product development, and cultural shift in an industry long shaped by narrow norms,” says Linda Olsson, Director of Brand Experience. 

The campaign is part of Lindex’s long-term work to promote women’s well-being and challenge ideals that negatively affect women. Among women in the Nordics between 18–45 years old, a majority state that beauty and body ideals often or sometimes negatively affect their well-being. The problem is consistent across all Nordic countries. 

“We want to create communication that shows reality. Our higher purpose is to drive meaningful change for women, so that every woman can enjoy life in harmony with her body, and this is a concrete expression of that. For us, it’s about listening to women, letting them be at the centre of their own story, and understanding what it really means to feel comfortable and confident in your own body”, says Linda Olsson. 

Watch Lindex’s films here, where women share their personal stories and reflect on their relationship with their bodies. 

About the survey 
The survey is part of ‘The Nordic Women Report 2025’, conducted by Norstat on behalf of Lindex in collaboration with Aller Media. It is based on a web questionnaire with over 4,000 women from Sweden, Norway, Denmark, and Finland, aged 18–75 years. In-depth qualitative interviews were also conducted with eight women of different ages. The survey field period was May–June 2025. 

See the survey with Lindex’s in-depth questions here.