GOTHENBURG, SWEDEN — International fashion company Lindex is challenging the conventional beauty standards with its long term initiative “Reinvent the Model.”
Kicking off with a documentary entitled Real Talks, the campaign aims to increase diversity and broaden inclusion within the fashion world. In its first episode, Real Talks asked different women about their insecurities and how they feel about their bodies.
This came after a survey among 500 women with the findings that three out of four women have experienced negative pressure due to beauty ideals, and seven out of 10 women feel that the problems surrounding beauty ideals are increasing.
With the campaign, Lindex wants to make sure that different ages, ethnicities, and body types are well-represented in its brand and the industry at large. It also means that no enhancements or filters go into its communications.
Additionally, the brand created a portal for sources and materials that challenge beauty ideals. Visit its official website for more information.
CREDITS:
Agency: Lindex Inhouse
Agency Director: Amanda Pesikan
Production Company: Naive AB
