Model Karlie Kloss stars in new Lindex campaign

The campaign images also shows Matthew Williamson himself, to give the collection and its design a face. The materials for the campaign were shot in a studio in London and Matthews engaging personality manifests itself in both the campaign and his design.

The images show a sparkling mix of prints, patterns and decorative details along with accessories and luxurious outerwear.

"I have always been drawn to a very down to earth and insouciant glamour; my collections incorporate colour, print and embellishment as they often give the pieces a real sense of joy and optimism,” says Matthew Williamson himself on his SOS - Sense of Style .

"I am more than satisfied with Matthew Williamson’s campaign. It will appear through most channels, on the web, where the campaign is domiciled, there is an interesting and in-depth material about the designer and the collection”, says Johan Hallin Director of Concept and Marketing at Lindex.

He adds, “We started the campaign several weeks ago by giving our customers more inspiration about the collection and the designer, on lindex.com, Facebook, Instagram and last but not least in our new E-magazine”.

In relation to Matthew Williamson’s collection there will also be a specially designed T-shirt with a characteristic print “show some love” for sale, signed by the same British designer Matthew Williamson.

The T-shirt frames the essence of the whole campaign, especially since all profits will go towards the fight against breast cancer. The price of the T-shirt is 199 SEK and will be available at all Lindex stores and online from October 7.

"It’s such an important thing and I'm really proud to support Lindex in their amazing campaign and to have the opportunity to do my bit for this good cause," says Matthew Williamson.

The design collection will be launched on October 4 in selected Lindex stores.

Lindex