Swedish lingerie mongers Lindex have taken the top crop of its staff off the floor and put them behind the camera instead for its latest campaign.
The underwear chain chose five models from the 45 employees who applied to take part. Employees from Sweden, Norway, Lithuania and Slovakia then met up in a studio in London, where they had their pictures taken to model the upcoming season's new designs.
“At first the girls were quite nervous but as soon as they got in front of the camera, they rose to the occasion and shined,” said the campaign's London-based creative director Mooks Hanifiah.
Swedish companies using their own staff members for publicity is far from new.
Last year, online payment service Seamless had female staff members strip off in a series of nude portraits, with nothing but mobile phones to cover their private parts. Sweden's advertizing watchdog received several complaints from angry Swedes who claimed the ad campaign was sexist.
Another women's underwear chain landed itself in hot water in 2011 because its staff members had to display their own bra size on a badge as they worked the shop floor. Their employer, Change, said the idea was to be helpful to customers trying to identify their own bra size.
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