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LINDEX

Famous faces to lift Swedish stores

Two Swedish clothing chains are about to put some star power behind their upcoming advertisements.

Published: 28 June 2006 13:43 CEST

The sexy English model Elizabeth Hurley is set to be the next face behind MQ, while underwear chain Lindex is calling in the help of fellow semi-Swede Isabella Rossellini – the daughter of movie legend Ingrid Bergman.

Hurley will be donning clothes sold in MQ in a commercial directed by well known music video and film maker Jonas Åkerlund, which will be shown on Swedish TV during a three week period this summer.

“We were looking for a charming, fashion-oriented girl who likes Sweden and who has a strong brand,” said Catt Olsson, one of the creators of the new ads.

“[Hurley] is a nice, sound girl with lots of feathers in her cap as an actress, a film producer, a swimwear designer and a mother. She knows what she wants and has a lovely witty, British sense of humour,” Olsson added.

Rosselini will be interviewed in Venice by model Emma Wiklund, who has helped lift Lindex sales during the past year. The material will be used in the company’s fall campaign, according to Dagens Nyheter.

FASHION

Swedish fashion brand scraps plus-size range

Swedish clothing brand Lindex has decided to scrap its plus-size range and instead make all of its standard collections available in larger sizes.

Published: 14 September 2016 11:57 CEST
Swedish fashion brand scraps plus-size range
A promotional shot from Lindex’s autumn/winter campaign. Photo: Lindex

From autumn onwards, Lindex’s previous plus-size range 'Generous' will no longer be available, with plus sizes integrated into the brand’s standard fashion lines. Its forthcoming autumn/winter campaign will also be fronted by plus-size models Ashley Graham and Candice Huffine alongside supermodels Alek Wek, Toni Garrn and Cora Emmanuel.

“We want women of all sizes to feel included and feel they can buy items from all our fashion concepts. This change will make our collections more inspiring and accessible to more customers,” Lindex head of design Annika Hedin explained in a statement.

There have been growing calls for the plus-size distinction to be scrapped entirely by the fashion industry, with critics arguing that it causes shame.

In 2014, Swedish chain H&M was criticized for labelling a model capable of fitting into their medium clothing as 'plus-size' in a catalogue. Former professional swimmer Emma Igelström said that by calling the model plus-size, the brand was “strengthening the idea that super skinny is the ideal”.

This isn't the first time that Lindex has gone against the norm. In 2014 one of the brand’s underwear campaigns caught attention when it featured employees in front of the camera instead of models.