Northern Europe’s fashion retailer Lindex, known for its rich offering of exciting and affordable collections of women’s and kid’s apparel as well as lingerie, has unveiled its latest collection for Spring/Summer 2017 season with a happy looking summertime campaign. The collection will be launched through their website and worldwide stores on May 18.
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A part of the publicly traded Finnish Stockmann Group, the brand roped in multicultural models – Emily Didonato, Andreea Diaconu and Sabina Karlsson to star in the campaign film shot by Steven Brahms and photographed by Pamela Hanson. The feel-good fashion film depicts the brand’s idea of a relaxing day in Miami’s sunny summers and is styled by Lindex’s very own Jessica Pousette.
The new line exuberates the feeling of a cheerful midsummer dream coloured in bright reds and covered in flower-power detailing. “Our collection represents a tropical relaxed and carefree summer atmosphere, and its inspiration comes from Cuba, tropical and living imprints of these colours. The skyline is shown plenty of volume and details such as bare shoulders, big ruffles and bows. It is also great accessories, such as large earrings, straw hats and floral hairpins,” added Annika Hedin, Lindex’s Head of Design.