Christmas will be extra glamorous this year. Supermodel Alek Wek will model Lindex's Christmas lingerie, which brightens up the winter darkness.
"We chose Alek because she shows off our lingerie to fabulous effect. Alek is unique and expressive as a model, and highlights our collection phenomenally.
This, combined with her background, makes Alek a symbol for courageous women," says Johan Hallin, Lindex's marketing manager.
Born in Sudan, Alek fled to Great Britain with her family in 1991 to escape the civil war. She was discovered by a model scout in 1995.
Alek has modelled for names such as Issey Miyake, Moschino and Victoria's Secret, and has appeared in fashion shows for John Galliano. She also designs her own line of handbags, and released her autobiography, Alek, this autumn.
"This year's lingerie collection has an incredibly luxurious feel. It's characterised by contrasts, for example between matte/shiny and satin/velvet.
Shiny and metallic effects dominate the collection. The lingerie is like jewellery - gorgeous and wonderfully glamorous," says Inger Lundqvist, Business Area Manager Lingerie.
The campaign will run from November 14th up until Christmas in Sweden, Norway, Finland, Estonia, Latvia, Lithuania and the Czech Republic, on outdoor billboards and in Lindex stores.
Lindex AB
Source at Fibre2fashion.com
