Lindex, the renowned Swedish lingerie brand, is taking a unique approach with their new “Underwear for Life” campaign. This initiative cleverly combines images of stylish bras and underwear with endearing real-life moments between mothers and daughters. Essentially, the campaign elevates lingerie beyond mere clothing, transforming it into a powerful symbol of feminine strength.
Contrasting sharply with conventional lingerie ads, Lindex’s campaign tells a story. It features a mother guiding her daughter in choosing her first bra, a moment that is commonplace but can be uncomfortable. This approach gives importance to these special bonding instances, presenting them as caring and instructional rather than inconvenient.
“Underwear for Life” goes beyond to delve into various aspects of life, including romantic relationships, disappointments, health issues, and menopause. A key aspect of this campaign is its emphasis on diversification- showing women of different ethnicities, ages, and body types.
Lindex’s campaign: Redefining lingerie’s significance
It seeks to represent “real life, with all its highs and lows,” notes Linda Olsson, Global Marketing Director of Lindex.
The campaign challenges societal norms, seeking to redefine beauty. By spotlighting a diverse group of models, Lindex respectfully presents women of all backgrounds, distancing from clichéd model stereotypes. The focus is on promoting self-confidence, empowerment, and acceptance of self-image. Lindex has also taken the step of forsaking digital retouching in campaign photos, seeking to deliver an authentic portrayal of women.
As part of their commitment to challenging outdated beauty norms, Lindex has previously organized initiatives like “Reinvent the Model” which aimed to dismantle ingrained beauty norms and “Your Invisible Support,” designed to back women through different phases of life.
These efforts tie in with a growing trend towards making everyday products relatable and meaningful. Lindex presents their products as integral parts of daily lives- not just commodities. By focusing on the human element and emphasizing the connection between their products and the consumers’ daily experiences, Lindex appeals to a wider audience and enhances product perceived value, fostering brand loyalty.
