Meet the Scandinavian fashion brand that’ll be all over your Instagram feed

Promotional feature with Lindex

We know that dressing like the French is often cited as #sartorialgoals but it’s the cool-girl insouciance of Scandi style we’ll be embodying this season.

Our current obsession is Lindex, a fashion brand founded in 1954 that offers an eclectic mix of Scandinavian simplicity and international high fashion.

The Scandi brand is no stranger to big designer collaborations; think Jean Paul Gaultier, Matthew Williamson, Missoni and Narciso Rodriguez, but it’s the equally talented in-house design team behind the AW17 collection that’s really caught our attention.

We spoke to Annika Hedin, head of design at Lindex, who made a case for bold colour choices this autumn, ‘The obvious choices this season are orange, green and lilac.’ And don’t be afraid of florals too, the key pieces we’re lusting after right now are floral dresses, statement knits and androgynous tailoring.

With accessible price points, and design-led pieces packed full of personality Lindex is sure to be all over your Instagram feed. Plus, use the code LINDEXMCAW17 before 31st October when you shop online and you’ll get 30% off.


We’re seeing florals carry though to autumn this year and this floaty asymmetric floral dress, £29.99, looks set to be one of the collection’s sell-out statement pieces.


It’s all about shapes and the oversized blazer and trouser combo is one we’re lusting after. Look no further and add this checked blazer, £49.99, to your basket. Pair with a simple cami for an instant work style update.

lindex 2

Soften up a shiny leather mini, £24.99, with a textured sweater, £29.99, and don’t forget to tap into the colourful accessories trend, like this soft leather cross-body bag, £24.99.

Standout shades are BIG for AW17. Wear one block colour head to toe, like this emerald green lace dress, £59.99, teamed with a slouchy faux-fur jacket, £69.99, – another key trend for autumn – for a bold look.

It’s not just style that Lindex is championing; they also have a strong sustainable message. It’s pledged that 80 percent of its pieces will sustainably sourced by 2020, plus it supports breast cancer charity, the Pink Ribbon Foundation. Now that’s what we call feel-good fashion…



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