Christy Turlington Burns, Toni Garrn and Liya Kebede star in new Lindex campaign
Lindex's Spring/Summer 15 campaign is dedicated to three supermodels with the message: "It's what you do that defines you." Highlighting Christy Turlington Burns, Liya Kebede and Toni Garrn as not just supermodels but 'Super Role Models'. Selected for their charitable efforts and social work with philanthropic organisations, the three beauties stand together united wearing the specially designed Lindex T-shirts.
The three organisations that are associated with the women – Every Mother Counts, The Liya Kebede Foundation and Plan International-Because I am a Girl – have been recognised by Lindex and to support the models commitment all profits from the #superrolemodel t-shirts will be donated to each of the charities.
"We chose to work with Christy, Liya and Toni as Super Role Models because we believe that the spirit they convey and the example they set will inspire our customers to consider the meaning of beauty – not only on the outside but the inside too. The campaign message is that we can all do better, in large and in small scale, and that concept is of great importance for both Lindex and its customers" said Johan Hallin, Director Concept & Marketing at Lindex.
On top of this campaign Lindex will be supporting WaterAid through in-store activities and will donate 10% from all sales during the shopping events. The #superrolemodel campaign will launch worldwide in Lindex stores and online on March 18.