Ad of the Day | Lindex Launches Global Concept "Underwear for Life" with SMUGGLER

Apr. 22, 2024

Lindex, a Swedish fashion brand, is taking further steps in its efforts to create inclusive and relatable communication.

The new 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.

Linda Olsson, Global Marketing Director at Lindex said:

"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. We want to show that we are there to meet her needs through the different stages of life."

 

The film is directed through SMUGGLER by Fiona Jane Burgess, known for highlighting the female perspective and sparking meaningful debate. 

Fiona Jane Burgess said:

"My ambition with this film was to do something unexpected for a lingerie commercial. I wanted to make a short film that spoke to people in a real and relatable way, with humour and familiarity, but also with sensitivity and meaning. The film tells the story of a teenage girl buying her first bra with her mum, and the everyday significance of this slightly awkward yet momentous moment. That’s really the crux of the film - the way that very ordinary and undramatic moments in life can hold a lot of significance and meaning."