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FASHION

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.

FASHION

Uniqlo confirms August opening of first Swedish store

Japanese clothing giant Uniqlo confirmed it will open its first Swedish store at the end of August 2018.

Uniqlo confirms August opening of first Swedish store

The popular fast fashion brand announced in January that it will be entering the Swedish market with a Stockholm branch, but remained coy about the details. Sweden's fashion fanatics reacted with excitement to the news that they would be getting the first Uniqlo store in the Nordics.

IN PICTURES: Uniqlo to open first Scandinavian store in Stockholm

On Tuesday Uniqlo finally divulged the launch date of the shop, set to open doors at Hamngatan near the Kungsträdgården park on August 24th.

It will occupy the Sverigehuset building, built in the 1960s as the final project of modernist Swedish architect Sven Markelius, and the shop will “pay tribute to Markelius by exhibiting some chosen examples of his work” according to the company.

The opening will make Sweden only the seventh European country to boast a Uniqlo store.

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