Working Winter The Scandi Way With Lindex...Fashionweekly..On Fow24news.com

No season calls for warmth, excitement and comfort so much as winter. The transition from breezy summer dresses to cosy, wrapped-up staples requires inspiration that comes with ease.
Lindex’s winter collection is filled with options that will not only take you in new sartorial directions but also expand and build on those you’ve loved during your summer travels. It’s less of an overhaul, more an expansion on the styles, shapes and prints that work for you and your wardrobe.“Power dressing is what this autumn is all about. Our collection expresses a mix of masculine, well-dressed suits and feminine dresses with updated flower prints,” explains Annika Hedin, head of design at Lindex, on the winter 2017 look. It’s fashion that plays on the beauty of finding yourself in the new, taking a stronger direction than the ease of summer style.

Pair autumn classics in bold, fresh colour combinations: one particular stand-out egg-yolk yellow jumper in the campaign will work well with boyfriend jeans for winter weekend walks, while also teaming elegantly with a vibrant mid-length skirt.Colour-blocking is not the only way to add excitement to your new-season selection. As Hedin says, “We like the contrast in materials where shiny lacquer meets soft, hairy knits. The obvious choice of colour is orange, green and lilac.”

While style for the modern woman sits up-front in Lindex’s objectives, a competitive price point and a sustainable approach are also key elements in the label’s success.

With 60 years at the forefront of the market, the brand that operates out of Gothenburg has mastered the winning formula of pieces that are well-cut, boast great quality and offer an affordable price point.The “power dressing” aesthetic that Lindex is championing this season is not only visible in the collection but also in the manifestos it puts into practice. “We Make Fashion Feel Good” is a mantra justifiably employed. Lindex places great care and attention on sustainability, and is currently working towards making 80 per cent of its products from sustainable sources by 2020. Meanwhile, the majority of its social engagements are projects centred on women and children around the world.