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in this issue LUKE GRIMES BY MITCHELL NGUYEN MCCORMACK

J.Lindeberg’s Project Promotes Diversity Awareness

Johan Lindeberg is back with a vengeance

 

Waris Ahluwalia for J.Lindeberg The Bridge Series-slide

 

After leaving J.Lindeberg in 2007, Johan Lindeberg returned to the company he founded late last year to assume his new role as creative consultant. And from the the ways things are looking, it doesn’t take a long time for him to resettle, as he’s already unveiling his very first project. And what a project it is!

Called “The Bridge Series,” the project highlights a list of personalities from diverse backgrounds. Inspired by the brand’s bridge-like logo, Lindeberg aims to connect the much-divided world. “I’ve always believed that if you are going to spend money to create campaigns, you should also use it to say something meaningful. I’ve had this philosophy throughout my career,” enthuses Lindeberg. “With ‘The Bridge Series’ I wanted to take it to a new dimension.”

J.Lindeberg’s owner and CEO Stefan Engström echoes the statement. “A bridge is a powerful symbol and a great responsibility. Especially today in this world of turmoil,” Engström says. “We want our bridge to stand for modern and democratic values. ‘The Bridge Series’ is an important step for the brand in building a unified lifestyle.”

Kicking off the project is Sikh American model, actor and designer Waris Ahluwalia, who is also Lindeberg’s best friend. In February this year, Ahluwalia made headlines when he was removed from his flight because of his beard and turban. Unfortunately, that wasn’t even the only time he suffered from racial discrimination.

Through “The Bridge Series,” Lindeberg invites Ahluwalia to pen his personal messages and thoughts about the world. Each of the messages is presented together with a black-and-white photograph of Ahluwalia. There are six pictures in total, and they were taken by Lindeberg himself in his house on January 21.

See more images below:

 

Waris Ahluwalia for J.Lindeberg The Bridge Series-1Waris Ahluwalia for J Lindeberg The Bridge Series-1(1)

 

Waris Ahluwalia for J Lindeberg The Bridge Series-2Waris Ahluwalia for J Lindeberg The Bridge Series-2(2)

 

Waris Ahluwalia for J.Lindeberg The Bridge Series-3Waris Ahluwalia for J Lindeberg The Bridge Series-3(2)

 

Waris Ahluwalia for J Lindeberg The Bridge Series-4Waris Ahluwalia for J Lindeberg The Bridge Series-4(2)

 

Waris Ahluwalia for J Lindeberg The Bridge Series-5

 

 

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