Ladies Find Lindex as a Great Supporter They Can Trust

Founded as an underwear company almost seven decades ago, Lindex, one of Europe’s leading fashion companies, has dedicated much of its attention to women. Since 1954, the brand has followed ladies throughout their life experiences, offering them the support they need — at the right place and the right time.

Now, as the fashion company prepares for this spring’s underwear campaign, Lindex wants to show all women that its products are always there for them, invisibly supporting them in different situations. With the “Your Invisible Support” initiative, Lindex is taking the brand’s successful development one step further, steps that also bring the company closer to becoming even more inclusive in its collections.

At the heart of the campaign stands a one-and-a-half-minute long video directed by Olivia Kastebring, who has found an original way to narrate the company’s strong focus on understanding women and their needs. The video showcases ladies in different situations, be they at a restaurant, at the pool, at the club, but also while alone at home, taking care of the kids, or patiently waiting for the newborn to arrive — all wearing nothing but lingerie. Female voices speaking over the unfolding images explain how the simple presence of it comforts them and how trustful of a partner it can be. Have you figured out yet what we’re talking about?

“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 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,” explains Linda Olsson, Director of Global Marketing at Lindex.

“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,” continues Elin Herngren, Design and Buying Manager Lingerie at Lindex.

According to Herngren, 93% of ladies living in the Nordic countries confess they know what bra size they have at Lindex. However, the company feels like there’s room for more so, as a next step, Lindex’s upcoming development plans include a program dedicated to women who do not find their size or the right fit with the company. Also, as the brand keeps evolving, the ladies can evaluate new models and innovations as well.