Reese has recently been announced as the new face of European fashion chain Lindex! She will front their new ‘California Denim’ Autumn campaign and will be seen in adverts online, as well as outdoor billboards, TV and newspaper advertisements. Reese was chosen for this campaign because she is “positive, warm and full of energy” and suits the “relaxed style with Hollywood glamour” feel of the campaign.

HQ pictures from the campaign photoshoot and the set of the shoot, plus screencaps from the behind the scenes video have been added to our Gallery. Further down this post you can read information about Lindex, plus the press release that announced Reese’s involvement. There is also a behind the scenes video with cute footage from the shoot and snippets of interview with Reese.

• Commercials & Advertising > Lindex (2011-) x181

Reese Witherspoon in Leading Role for Lindex’ New Concept

When Lindex presents its new communications concept, the Oscar winning and internationally renowned actress Reese Witherspoon will star in the leading role.

Reese Witherspoon is truly the best possible model for the launch of our new concept – Get the Look. She also personifies the Lindex brand in a good way. She is positive, warm and full of energy and she has a fantastic ability to combine a carefree style with Hollywood glamour. Reese presents this autumn’s fashion collection, inspired from California, perfectly, says Johan Hallin, Director of Concept & Marketing at Lindex.

Lindex’ new communication concept Get the Look will inspire fashion-conscious women with an affordable and complete look. By showing how to style the latest trends with favourites from the basic garments, Lindex wants to give its customers a world-class fashion experience.

The Lindex autumn collection is inspired by the 70’s feminine and cool style in which different patterns and materials are mixed. Denim with knitted garments, particularly layer-on-layer, are important features of this autumn’s trendy and carefree California look.

– “I have always loved denim and knitted garments that can be mixed and matched. Lindex’ fashion suits my style perfectly and I am very pleased to be a model for the new collection,” says Reese Witherspoon.

Facts on Reese Witherspoon
– 35-year-old actress and film producer from the United States
– Began her film career at the age of 14 in The Man on the Moon
– Won her first Oscar in 2006 for the leading role in Walk the Line
– Last seen in the film Water for Elephants playing the leading female part
– Received the MTV Movie Awards’ Generation Award this year, which is given each year to an actor/actress who has shown a wide range in his/her career.

On Monday, August 22, the campaign starts in all Lindex stores on 13 markets, as well as Shop Online: www.lindex.com.The campaign will be seen on outdoor billboards, TV, newspaper advertisements and online.

– lindex.com

Reese in the leading role

Let’s turn the compass towards the American west coast and head for sunny California. The big autumn campaign is called California Denim and in the leading role we see the Oscar winning and internationally famous actress Reese Witherspoon. Positive, warm and full of energy Reese is perfect for a collection which combines a relaxed style with Hollywood glamour.

“I have always loved denim and knitted garments which can be mixed and matched. Lindex’ fashion suits my style perfectly and I am very pleased to be a model for the new collection”, says Reese Witherspoon.

Our autumn collection is inspired by the seventies; relaxed and feminine. Get the look by styling layer-on layer, put on a pair of lovely denim with a 70’s cut and add knitted tops in rich autumn colours. The collection can be found in our stores and on Shop Online from August 22.

– lindex.com

Behind the scenes

Los Angeles was the location for our campaign California Denim. We followed the team during one day of production. In a studio set in Hollywood Hills we enter a dark stage door and follow a windy staircase to finally reach the room where it all took place. Cables, film cameras, make-up tables, and a myriad of people busying around is what meets us at first glance. From the stereo we can hear a new version of the classic seventies song Gimme Some Lovin’. It’s upbeat and captivating. And there on center stage, as she is so used to, stands the American actress, Reese Witherspoon. It’s almost as if we are blinded, or should we say a little bit star struck, by her. Her blinding smile makes the whole room lit up and the atmosphere is warm and friendly. Altough Reese is larger than life in a way, she also feels like the girls next door. Positive, warm and full of energy she is the perfect model for Lindex.

The camera flashes and with every frame she gives the photographer that smile we all know her for. She is a natural in front of the camera and she really embodies the California Denim look. We got the opportunity to sit down with her and got a few tips and insights.

What is your secret fashion tip?
Learn what looks good on you.

Why do you think Lindex asked you to be their model?
They said they thought I was a great fit for their 70’s inspired denim collection as well as their mix and match knits, and when I got to the shoot, it fit my style perfectly!

What do you think of the Lindex fall collection?
I think it’s fun, easy to wear, lots of elements you can dress up or down.

What is your favourite look from the California Denim?
The skinny jeans, the plaid shirts – I wear a lot of those – and the chunky sweaters.

– lindex.com

Lindex is one of the leading fashion chains in northern Europe with more than 430 stores in Sweden, Norway, Finland, the Baltic States, Czech Republic, Slovakia, Poland, Russia and the Middle East. In 2011, Lindex Shop Online was launched throughout the entire EU at www.lindex.com. The Lindex business concept is to offer inspiring and affordable fashion. The selection encompasses several different concepts within ladies wear, lingerie, children’s wear and cosmetics. Lindex is part of the Finnish-listed Stockmann group. More information can be found at www.lindex.com.