The underwear chain chose five models from the 45 employees who applied to take part. Employees from Sweden, Norway, Lithuania and Slovakia then met up in a studio in London, where they had their pictures taken to model the upcoming season's new designs.

“At first the girls were quite nervous but as soon as they got in front of the camera, they rose to the occasion and shone,” said the campaign's London-based creative director Mooks Hanifiah. 

IN PICTURES: Lindex keeps its models in-house 

Swedish companies using their own staff members for publicity is far from new.

Last year, online payment service Seamless had female staff members strip off in a series of nude portraits, with nothing but mobile phones to cover their private parts. Sweden's advertising watchdog received several complaints from angry Swedes who claimed the ad campaign was sexist. 

READ ALSO: Swedish wrath at 'naked shocker' adverts

Another women's underwear chain landed itself in hot water in 2011 because its staff members had to display their own bra size on a badge as they worked the shop floor. Their employer, Change, said the idea was to be helpful to customers trying to identify their own bra size. 

READ ALSO:  Staff bra sizes on display at Swedish lingerie shop