Lindex to use customers as underwear models

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The past two years Lindex has involved employees as models for the Bra-volution campaigns.
This year, they asked the customers to be underwear models.
6 women out of 700 applicants was chosen.

Lindex modeller

Lindex writes the campaigns have been major successes; both in terms of sales but also for the customers.

“We want to inspire even more women to find their bra favourites and this time we’re doing the campaign together with our customers. The girls were amazing and the energy at the shoot was great, mixed with a lot’s of excitement and a bit nervousness”, says Anne-Kathrine Almark, Marketing Communication Manager at Lindex.

From 700 applications from 13 different countries, 25 women was brought to casting in Stockholm, from where 6 finalists were chosen for the shoot in London. The finalists in this year’s campaign come from Sweden, Norway, Finland and Latvia.

“The shoot was great and it was very exciting to get the chance to see what happens behind the scenes. It felt fun and comfortable because the team at the studio were very professional and made us feel relaxed. It was an experience beyond what I expected and I’m happy I got to experience that,” says Sanna Skoglund, one of the Bra-volution models.