Lindex underwear lasts a lifetime in brand’s new short film

Women’s coming of age, her adult years, motherhood and aging are all accompanied by subtle changes in an intimate detail of her life—her underwear. That’s the story Swedish fashion brand Lindex tells in a short film created in-house and directed through production company Smuggler by Fiona Jane Burgess. The spot follows a woman’s life from her early teenage years (and her first bra) to adulthood, relationships, menopause and everything in between. Launched on Monday, “Underwear for Life” follows a woman from the moment she purchases her first Lindex bra. From there, short vignettes offer a glimpse into her coming of age and growing up—arguing over the bathroom with siblings, partying with friends, sexual encounters, breakups, new relationships, her own child, the illness of her mother and menopause. Finally, it comes time, for her own daughter to purchase her first Lindex bra. “My ambition with this film was to do something unexpected for a lingerie commercial,” said Burgess. “I wanted to make a short film that spoke to people in a real and relatable way, with humor and familiarity, but also with sensitivity and meaning. “The film tells the story of a teenage girl buying her first bra with her mum, and the everyday significance of this slightly awkward yet momentous moment. That’s really the crux of the film—the way that very ordinary and undramatic moments in life can hold a lot of significance and meaning,” she continued. The inspiration for the spot came “from woman’s life itself,” said Linda Olsson, global marketing director at Lindex. The insight, she continued, was “the desire to feel comfortable and free” in underwear—a concept the film captures well as the woman feels the liberty to explore the ups and downs of life. The campaign will run on TV and online across Europe.

Lindex underwear lasts a lifetime in brand’s new short film

Featured Stories