Gwyneth Paltrow Gwyneth Paltrow is the new star of Scandinavian chain Lindex. The campaign, entitled “Modern Preppy”, sees Gwyn working her favourite styles. The campaign was inspired by the sporty, relaxed lifestyle that is characteristic of USA’s East Coast gems, such as Long Island and the Hamptons, yet with a certain Scandinavian touch. The combination results in a fresh, new feeling.
A spokesperson for the brand said: “When Gwyneth isn\'t wearing elegant gowns on the red carpet, her style preference is stripes and \"casual chic\". The decision to use her as Lindex\'s model was an easy one, since she is practically synonymous with the Modern Preppy look.”