J.Lindeberg to launch first women's fashion collection next year, teaser campaign begins
Sweden's J.Lindeberg is moving into women's ready-to-wear. The Swedish brand that's been known until now for its sports-linked men's and womenswear but its men's-only fashion lines, will launch its first women's fashion collection in January next year.
The 30-year-old label said it's 'a key step in the brand's continued evolution into a lifestyle brand'.
Since 1996, J.Lindeberg has bridged the worlds of sport and fashion via its golf, ski and tennis clothing and already has a foundation in womenswear through high-performance collections for those specific sports. And it said the new RTW line 'builds on that momentum, offering a sharp, versatile wardrobe designed for modern lives in constant motion'.
We're told the collection reflects its Scandi roots 'while looking outward with a progressive, global mindset. It speaks to individuals with high expectations, who lead active lives and expect their clothes to reflect that drive. Each piece is made to support dynamic routines, from city streets and creative spaces to the clubhouse, mountains and beyond'.
Despite not launching globally for another six months, 'to build early momentum, J.Lindeberg is teasing the collection through key global profiles, such as model Georgia Fowler, Desiré Inglander, Gabrielle Richardson and Stella Xu – offering an early glimpse of standout styles in real lifestyle settings across core markets'. The full campaign will roll out closer to launch.
The news comes in a year when the brand is heavily focused on global expansion. Back in April it opened its largest flagship store to date in Seoul, South Korea. Spanning five floors in the Gangnam district, the new space was a significant step in the brand's expansion to the Asian market with South Korea one of the fastest-growing markets for both sports and fashion, 'making it a strategic location for J.Lindeberg's latest retail investment'.
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