Lindex, a Swedish fashion brand, has announced that it is taking further steps to create inclusive and relatable communication. Its new concept 'Underwear for life' puts women at the center and, as part of the concept, its new short film under the same title follows a woman's life from the early teenage years to menopause and everything in between.
"With our new underwear concept, we want to reflect real life, with all its ups and downs, which the receiver can relate to," says Linda Olsson, global marketing director at Lindex.
"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," adds Olsson.
The film is directed through SMUGGLER by Fiona Jane Burgess, known for highlighting the female perspective and sparking meaningful debate.
"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," says Burgess.
"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," Burgess concludes.
For more information, visit www.lindex.com. You can also follow Lindex on Facebook, LinkedIn or on X.
*Image courtesy of contributor