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Gwyneth Paltrow for Lindex’s Modern Preppy Campaign (Forum Buzz)

Scandinavian fashion chain Lindex has tapped Gwyneth Paltrow to model their Modern Preppy spring campaign. Love her or hate her, if any celebrity can claim to have the modern preppy thing down pat, it's Gwyneth.

Gwyneth Paltrow Lindex shoot behind the scenes

On the Lindex blog they write:

“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.”

Forum members weren’t sure what to think of Gwyneth representing the Scandinavian brand. “She's the face of Lindex?” laughed saann. “Why Gwyneth? Lindex is generally sh*t… it's like a store going through a middle age crisis wanting to become the next H&M,” she explained. “The pics look goooood though and the styling really fits her… makes me want to take a peek at the collection,” she admitted. Saann may have just answered her own question.

Dajrekshn would prefer Gwyneth to represent a fashion brand with more prestige. She wrote, “I like this ad campaign, but still… it's not like it's a Stella McCartney campaign or Louis Vuitton.”

“I'm not too fussed about what type of chain the clothes are for ‘cause she looks amazing in the pics,” Label Basher posted. I think that pretty much sums up my take on it as well. Gwyneth looks good, the clothes look good (for the most part), everyone wins.

Click over to the Lindex website for a behind the scenes video of Gwyneth’s Modern Preppy shoot.

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Images: via the Fashion Spot forums.