Lindex puts model on board “for her fashion sense”

Lindex model Emma Wiklund will soon be on the company’s board if its election committee’s recommendation goes through.

Election committee chairman KG Lindvall, who represents the company’s second largest owner, Robur, is the man behind the idea.

“We need a person who has fashion sense on the board,” he said, according to Dagens Industri on Thursday. “Emma Wiklund has worked for Lindex for two years and has an eye on the Lindex collection. She has 20 years experience from the modeling industry. She even represents Lindex’s target group — those 35-45 years old with children.”

The nine-month results from 2006 have increased 1400 percent since 2004 to 454 million kronor. How much of that is due to Emma having joined up?

“I can’t really say. There have been very good results, but so much has happened,” he said. “We have changed the organization’s distribution and business exposure. But the Emma-effect has certainly been a factor.”


Swedish fashion brand scraps plus-size range

Swedish clothing brand Lindex has decided to scrap its plus-size range and instead make all of its standard collections available in larger sizes.

Swedish fashion brand scraps plus-size range
A promotional shot from Lindex’s autumn/winter campaign. Photo: Lindex

From autumn onwards, Lindex’s previous plus-size range 'Generous' will no longer be available, with plus sizes integrated into the brand’s standard fashion lines. Its forthcoming autumn/winter campaign will also be fronted by plus-size models Ashley Graham and Candice Huffine alongside supermodels Alek Wek, Toni Garrn and Cora Emmanuel.

“We want women of all sizes to feel included and feel they can buy items from all our fashion concepts. This change will make our collections more inspiring and accessible to more customers,” Lindex head of design Annika Hedin explained in a statement.

There have been growing calls for the plus-size distinction to be scrapped entirely by the fashion industry, with critics arguing that it causes shame.

In 2014, Swedish chain H&M was criticized for labelling a model capable of fitting into their medium clothing as 'plus-size' in a catalogue. Former professional swimmer Emma Igelström said that by calling the model plus-size, the brand was “strengthening the idea that super skinny is the ideal”.

This isn't the first time that Lindex has gone against the norm. In 2014 one of the brand’s underwear campaigns caught attention when it featured employees in front of the camera instead of models.