At Lindex, I was one of two Global Marketing Creative Concept Copywriters (a whopping 44 character long title). Together in a team of four, we created 2021’s Christmas experience globally.

Lindex is a one-stop shop known as one of the "kinder" retailers focusing on empowering women through inclusivity and diversity. A limitation we faced was that we could not mention Christmas to the customers. Holidays at Lindex are for everyone, even for those who don’t celebrate.

Schh, don’t say Christmas.

We came up with ideas, styled the shoot, found the right models, and brought everything to life with words and design. Thanks to an amazing team—photographers, makeup artists, illustrators, and more—we created something that felt like Lindex, and made sure all customers felt seen.

We were finally able to celebrate Christmas with each other for the first time since the pandemic.

Bury our heads in long-awaited hugs, and experience everything that we had missed. We were looking forward to spending time with loved ones more than anything else.

No one is truly innocent when it comes to holiday hysteria.

… but retailers are especially known for being extra. So, at Lindex, we just leaned back while they set the festive scene with colourful lights, glitter explosions and outrageously decorated trees. For us, it became a back-drop that enhanced the contrast we had set out to create with calm, warm, beige tones. Our concept was designed to give a much needed break that welcomes people to discover potential gifts without feeling rushed, pressured, or overwhelmed.