Based as an underwear firm virtually seven a long time in the past, Lindex, one in every of Europe’s main style firms, has devoted a lot of its consideration to ladies. Since 1954, the model has adopted girls all through their life experiences, providing them the assist they want — on the proper place and the correct time.

Now, as the style firm prepares for this spring’s underwear marketing campaign, Lindex needs to point out all ladies that its merchandise are all the time there for them, invisibly supporting them in several conditions. With the “Your Invisible Assist” initiative, Lindex is taking the model’s profitable improvement one step additional, steps that additionally deliver the corporate nearer to changing into much more inclusive in its collections.

On the coronary heart of the marketing campaign stands a one-and-a-half-minute lengthy video directed by Olivia Kastebring, who has discovered an unique option to narrate the corporate’s sturdy deal with understanding ladies and their wants. The video showcases girls in several conditions, be they at a restaurant, on the pool, on the membership, but in addition whereas alone at house, caring for the youngsters, or patiently ready for the new child to reach — all carrying nothing however lingerie. Feminine voices talking over the unfolding photographs clarify how the straightforward presence of it comforts them and the way trustful of a accomplice it may be. Have you ever found out but what we’re speaking about?

“Our goal was to create a movie that’s straightforward to determine your self with. As a tribute to ladies’s lives and all that it entails. The great thing about being a lady in each ups and downs. We need to present how Lindex helps ladies by means of life and the way our improbable merchandise are all the time there for her as invisible assist in several conditions. That assist turned the phrase was apparent to us. We’ve been round since 1954 and every little thing we do, we do for ladies. I’m very pleased with what our improbable creators have created along with the manufacturing firm new—land and the director Olivia Kastebring. It’s a new visible expression that tells the story in a pleasant means,” explains Linda Olsson, Director of World Advertising at Lindex.

“Creating underwear with a improbable match requires a stable expertise and understanding of the lady’s physique. We at Lindex are pleased with our distinctive underwear experience and for us, underwear is all about operate and luxury. It is vitally vital that the clothes we put on closest to the physique are tender, comfy, and supply the correct assist. We’ve a powerful deal with understanding ladies’s wants and need all ladies to have the ability to discover their bras with us,” continues Elin Herngren, Design and Shopping for Supervisor Lingerie at Lindex.

In keeping with Herngren, 93% of women dwelling within the Nordic nations confess they know what bra measurement they’ve at Lindex. Nevertheless, the corporate seems like there’s room for extra so, as a subsequent step, Lindex’s upcoming improvement plans embody a program devoted to ladies who don’t discover their measurement or the correct match with the corporate. Additionally, because the model retains evolving, the women can consider new fashions and improvements as effectively.