Using your staff to model, is it ok?
Members of the staff of a Swedish Lingerie chain, Lindex were chosen to model its latest design in underwear. Five of the forty-five employees who are from Sweden, Norway, Lithuania and Slovakia met in Spring Studios, London to begin their photo shoot. In the company’s posters and ads they will be seen wearing the company’s new designs for the upcoming season’s campaign, Bra-volution.
This is Lindex’s major campaign to make it more convenient for women to find their own bra size. Design and purchase Manager at Lindex Lingerie department, Inger Lundqvist, said, “Many people find it difficult to find a bra that fits perfectly. With our revolutionary new way to present the underwear it will be easier, faster and more convenient for the customer in the future to buy her bra, both in stores and on lindex.com.”
Using their staff as models is not something new to Swedish companies. In 2011 another underwear chain, Change, had the models working around the shop floor wearing tags displaying their own bra sizes. CEO of Change, Susann Haglund told Handelsnytt that it is to aid customers in their choice by showing them what size might be right for what body type.
Haglund also said that the tags were suggested by the employees themselves and wearing them is completely voluntary. But not all of them felt that way. Some employees of the company who preferred to remain anonymous talked about their experiences. One employee in particular, with the help of the Employees Union, sued Change.
Later the Swedish Labour Court ruled that the requirement was discriminatory and the woman’s dignity had been “violated”. The court ordered the company to pay her $8,000, plus legal fees. The spokeswoman for the Employees’ Union, Jaana Paalsson told Swedish news agency, TT, “It’s a pleasing judgment… It’s also a great victory for the integrity of all employees”.