This Autumn dawns a new era for the Swedish brand, with the launch of their ‘Crossover Campaign’ to kick off F/W22; outlining a new ambition and brand direction. The mission is to combine sports and fashion, creating unique and multi-purpose looks.
The brand still incorporates its unmistakable sporty energy throughout the collection, with the varying uses of the iconic bridge logo; sitting alongside fine fabrications such as Fine Italian Wool suiting and technical après ski wear.
Head of Design, Neil Lewty explains ‘J.Lindeberg is and has always been about bridging fashion and sport, and we continue to play with that as that way of dressing only becomes more and more relevant. It’s not only a great look, but it also reflects how people live now, moving between different settings and activities.’
The aspiration of the brand is to meet a customer’s full needs in a single collection, through understanding interests and trends and then stamping the J.Lindeberg signature all over it. FW22 sees the introduction of an Outdoor collection to further push the brand’s capability of meeting all of your sporting needs, including Golf, Racket, Ski and now Outdoor Adventure. Throughout the season, darker colours are introduced but the ethos remains – a synergy between fashion and sports, with a determined focus on functionality and multi-use.
‘One of my favourite looks this season is the slipover in bright colours, worn with checked golf pants and a leather coat – taking a tradition and twisting it. I’m imagining a passionate golf player arriving at the golf club and hanging up the leather coat before hitting a perfect drive down the fairway. That’s very much what the J.Lindeberg brand and collections are about: that attitude.’ — Neil Lewty, Head of Design, J.Lindeberg