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Fashion Report

Client: Lindex

In 2005 Lindex felt that their brand had become dated. They approached us with the assignment to change and rejuvenate Lindex into a fashion contender of substance.


We created the concept Fashion Report and chose Emma Wiklund, the Swedish Supermodel of the nineties, as the Lindex spokesperson and model. Emma reported on the latest trends from the fashion metropolises, such as London, Paris and New York, both in print and commercials.

The concept permeated the entire company’s product expanse and communication – from store to window to print, film, club, web and PR.

“An exceptional transformation of a brand in an industry where the competition is severe. The concept of Fashion Report and Emma Wiklund has in one year transformed Lindex from a clothing company to a fashion company.”

Johan Hallin was awarded marketing director of the year.

With Fashion Report followed a collaboration of over 6 years and a great many concepts and production – for example, “We love Boobs” and “We love Bottoms” which received a recongnition of 98% and which helped Lindex break sales records in lingeries sales.


Supermodels on location

In order to raise Lindex’s fashion barometer, we brought in several international models in the Lindex communication – Caroline Winberg, Carmen Kass, Malgosia Bela, Isabella Rossellini and Missy Rayder, to mention a few.