At midnight between the 4th and 5th of October the long awaited realease of the Affordable Luxury Collection will take place. You'll find the goodies in selected stores and in our online shop. Save the date!

A style icon is someone who affects the way other people dress. A person who sets and starts trend, someone who has their own unique style or someone who has that perfect timeless style. Who we see as style icons is of course very individual, but we thought we start the day with our list of four groovy women that we are inspired by right now.

1. Pixie Geldof

British model and daughter of Bob Geldof and Paula Yates. She is a part of the British generation of it-girls made up of models and socialites. Her style is eccentric and she loves the vintage flair. A girl which goes her own way and for that we love her.

2. Olivia Palermo

American model and actress who got her big break through in the reality show The City. Olivia's style is feminine and fun. The mixture of high and low pieces in an effortless way and always on the trend is so inspiring.

3. Alexa Chung

Yet another model from the British Isles. Alexa is the girl who showed up in a Luella Bartley dress at the ELLE awards 2008 and the rest is, as we say, fashion history. Chung is a muse to many fashion designers because of her distinctive personal style. She seems to have an ability to stay ahead of the trends; she adds her own effortlessly chic twist to any outfit.

4. Gwen Stefani

American singer, who started out as the front figure in the band No Doubt, and later on went successfully solo. Gwen has been around for a while, but we still love her eclectic look. She is constantly changing and reinventing herself which always put her on the top of the coolest dressed celebrities.

Photos from people.com

Inspired by our Coloured Knits campaign? Here are a few tips on how to style the autumn colours.

Catwalkphotos from style.com

Today we launch our collection Coloured Knits where knits is the word and colour its side-kick. This season we offer you a bright and colourfull collection which will brighten up any gloomy day. Cable knits, cardigans and big comfy polo sweaters are the key items. Mix and match contrasting colours; why not pair the old enemies pink and red?

The inspiration comes from, amongst others, Marc by Marc Jacobs and DKNY. They offered cool bright combinations and a retro vibe.

Find your favourites at lindex.com and in stores now.

More colour to the people!

About Susanne Stålrud-Ling

Titel: Designer

Education: HDK in Gothenburg

Why a designer?: We create something creative together and then being able to see the clothes in the store and hear the customers feed back.

A creative chaos, tons of ideas, fast pace, inspiring mood boards and sketches everywhere. We are at the Lindex epic centre, the Design Department. This is where it all happens. This is where the ideas are realized and comes to life. Or clothing if you may.

At a table there are big sheets with taped fabric samples, words written all over the place; colourful, feminine, gossamer and mix of materials. Piles of international fashion magazines and on the computer the latest fashion shows from Paris flashes by.

A collection is about to take shape. But how do you start and which people take part? We ask Susanne Stålrud-Ling, who is a designer at Lindex Ladies Department.

- Before every new season we scan the world for any upcoming trends. We attend the fashion shows in Copenhagen and Paris, we visit music festivals, watch people on the streets and read blogs. All this is then collected in a trend report and this is the starting point for every new season, Susanne says. One of our strengths is that we deliver useful fashion and we know how to translate the catwalk trends to real life. There are many people involved and the design team consists of a controller, who keeps track of the money, a purchaser and purchase assistant, a directress who is in charge of the measurements and detail instructions, a designer and design assistant, a product manager and not the least a country merchandiser. A merchandiser is the person who makes sure that the sales is optimized the best way. We are interrupted by Susanne's assistant who asks if the latest sketch is correct. Susanne nods and we continue talking about how the actual design process happens.

-  The designer starts by sketching the items which will be a part of the collection, the directress then adds her expertise by making sure that all the measurements are correct. Then a sample is send to the production country, which then sends a price offer. A first sample is made and tested until perfection and then the actual order is being made. When we sketch a collection we have to keep in mind what the market looks like, how it will look in the store - it is very important the store can take of the clothes in the right way.

 Today Susanne is wearing a knitted burgundy jumper which she matches with a snood in orange. A lovely colurmix and so right this season. Speaking about colours: How many colour codes are there for one sample?

-That can vary from one to six colours. It is important to create volume and give the customer lots of choices.  If you find your favourite sweater it's great to be able to buy it in an additional colour or if you and your friend like the same maybe you can compromise and pick a different colour?

One of Lindex challenges, which we started working on this summer, is the new concept Get the look. The idea is that we give the customer many different buying suggestions, combinations and styling tips. We simply offer her a complete look. This has made Susanne's work even more satisfying and fun. A way of thinking which gives even more creative energy.

In our stores you can always find the basic garments which are the core of every woman's wardrobe, a middle segment with big volumes and the season's campaign items and then there are the co called peaks, which are those styles which is the season's trend carriers. At Lindex the Ladies wear section is divided into three sections: Contemporary, Everyday and Generous. Contemporary is characterized by styles with an urban elegance with a twist; Everyday offers a quick, fun and accessible collection for the everyday life and Generous combines Everyday and Contemporary and is a collection which suits everyone, also the ones which takes bigger sizes.

Outside the big panorama window there is a constant flow of buses, the sun is hiding behind the thick clouds and the day is coming to an end. We end our conversation by looking at Lindex latest campaign California Denim and Susanne finishes off by saying that Reese Witherspoon really personifies Lindex in a good way. She is warm and has a lovely energy, just as Lindex. 

LINDA SKOGSBERG - PRODUCTION EXECUTIVE

"My look is black, loose fitting and autumn cosy. Black is a constant favourite colour, also this autumn I will wear black in all shapes. The loose fitting trousers in a super soft material will be a favourite. Paired with a tight vest , a lovely big cardigan and big jewellery this is an outfit which is both dressed and smart. Outdoors I will add an orange snood and the snake print bag is a must!"

MAJA RASMUSSEN - ASSISTANT BUYER

"I choose a minimalistic look with neutral colours such as
black, beige and grey. I am still craving colour, preferably rusty red-, red-,
orange- and strong pink colours. I add this as accent in the form of colourful
belts, hosiery, jewellery, nail polish and lipstick. Or why not a colourful
knitted scarf? "

JESSICA LINDEN - STYLIST

"My outfit is an everyday look which works 24/7, also for the evening activities. A nice and comfortable style which still is fashionable. The corduroy pant is a fond reunion and the hat is something I wish more people would dare to wear. Closest to my body I choose ecological cotton underwear."

Summer is long gone and the autumn breeze is getting closer. Before your know it the cold is here so better stock up with the warm kids outerwear now. Now you can find functional jackets and pants as well as the everyday parkas in our stores and our online shop. Be sure to add the essential accessories such as cosy long-johns, caps, mittens and gloves.

This autumn we launch a new collection for the school kids:
Wallride. Here you'll find wind - and waterproof ski jackets and pants with the
functional musts such as snow lock, pockets for ski ticket, taped seams and
breathable material.

For the little ones we have the FIX-collection, which are many parents favourite. There is no bad weather, right?

Tired of busying around town looking for your favourite autumn items? Rather doing the search from home? Then the time has come to cuddle up in the sofa and start the shopping spree. The shopping extravaganza of the autumn takes place on Lindex Shop Online September the 8-9th. During these two days, and these two days only, we give you an offer from the hot look of the season - the classic English heritage. Buy your 3 favourites pieces and we give you the cheapest one for free.

The look: English heritage

With England as a guiding light we see a collection where the masculine meets the feminine. The essentials are: the blazer, the romantic blouse with frills and a tweed is a must. This time around we mix it with shiny and coated materials and don't forget the furry element. A look which masters such as Fendi, Gucci and Paul Smith sported this season.

Catwalk photos from style.com, product images Lindex

As a woman you know that beautiful everyday lingerie is a must in the wardrobe, but did you know that 7 out of 10 women wear the wrong bra size? With the right bra to the right outfit you will feel both better looking and secure. Below you'll find a measurement table to make it a bit more easier to find you correct bra size. And hey, right now you get 20% off on all a bras. Offer ends 18th of September.