Swedish womenswear and underwear brand has produced a short innovative advert that follows a woman after her first bra-fitting all the way to her menopause, with all the moments in between and beyond.
Lindex, a Swedish fashion brand, is taking further steps in its efforts to create inclusive and relatable communication. The advert produced by Smuggler looks at a new concept “Underwear for life” and to illustrate the concept follows a woman’s life from the early teenage years through to the menopause in three minutes.
Directed by Fiona Jane Burgess of Smuggler, it chooses to focus on people wearing the products rather than the product. Burgess explains “My ambition with this film was to do something unexpected for a lingerie commercial”. Adding, “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 work centers on a shopping trip to buy a first bra, an often awkward moment between moms and daughters that’s at once “very ordinary” yet can “hold a lot of significance and meaning,” said Burgess.
