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Lindex collaborates with Lovisa Burfitt on MOM collection

January 28, 2014 (Sweden)

When designing this new line Lindex also collaborated with Lovisa Burfitt, who has designed illustrations to be printed on three of the tops in this maternity collection.

Lovisa Burfitt is one of the most successful Scandinavian illustrators, her illustrations are world renowned thanks to her collaborations with the most important design- and fashion-houses.

“I think that there is a kind of Paris theme, I like to make illustrations of the architecture there – Paris is a magic city for me”, was the answer that Lovisa Burfitt gave to the question where she had got the inspiration to the illustrations for Lindex MOM collection.

The spring collection consists of jeans and other trousers as well as skirts, tops and blouses in both woven and tricot qualities. The color palette is well thought out to give many possibilities to a variety of combinations.

The choice of qualities has been done focusing the fact that pregnant women prefer garments that are soft, smooth and comfortable. Details such as a tricot part connected to the waistband in trousers, and different adjustable details that allow the mummy bump to grow, are natural in the collection.

“Our philosophy with this collection is to always offer a good selection of bottoms, mostly trousers and jeans, but also a few skirts. We add tops and sometimes even a dress if it is required for the season. By mixing and matching the different pieces in the collection the mom to be will get a wardrobe that really works during her whole pregnancy”, says Katrin Pellmé, product manager for the MOM collection at Lindex.

The first part of this spring collection, consisting of twenty pieces, will be launched week 10 and more spring/summer news will be delivered beginning April and May.


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