Lindex’s new underwear models are real beauties

Inspired by the popular ‘Real Beauty’ campaign store managers and shop floor assistants are modelling Lindex’s new underwear collection. Real beauties -and don’t they look fabulous!?

One of the biggest conceptual ad campaigns of the decade grew out of a photography exhibit in a retail building in Toronto. “Beyond Compare: Women Photographers On Real Beauty,” a show organized by Dove and Ogilvy & Mather, featured work from 67 female photographers including Annie Leibovitz, Tierney Gearon and Peggy Sirota. The exhibition become so popular it became the beginning of Dove’s quest to understand how women thought about beauty, a conversation that would eventually become the Dove Campaign For Real Beauty. Ten years after the exhibition opened, the Campaign For Real Beauty is one of modern marketing’s most talked-about success stories. 2015 sees Dove’s ‘Choose Beautiful’ campaign, saying that women are so much more than average.

When the Swedish high street store and underwear specialist, Lindex were choosing the models for their new campaign, they asked their own employees if they wanted to model. And what better way to show off beautiful and comfortable underwear, than using normal women in their natural shape and size?

Olivia from Sweden in ‘Hipster’.

Marika from Sweden wearing ‘Adore’.

Jenni from Finland in ‘Amaze’.

Monika from the Czech Republic in ‘Dare’.

Maria from Sweden wearing ‘Flirt’.

Rati from Norway in ‘Diva’.

Varvara from Estland wearing ‘Charm’.

This is only one of many . Like the Lane Bryant #ImNoAngel lingerie campaign that completely slams Victoria’s Secret and its likes by featuring plus-sized models. Also, did you hear there’s campaigning for removing the expression plus size?

I’m a healthy UK12 and probably regarded plus size. But to me, I’m normal. I’m so pleased women like the ones you can see above are brave enough to lead the way for a healthy and happy body image. Well done Lindex!

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