LINDBERGH FOR J. LINDEBERG: Sweden-based J. Lindeberg tapped photographer Peter Lindbergh for its fall campaign, which will be the first concerted advertising push for the brand in the U.S. in six years. The campaign extols the homonymic partnership with sizeable text on the ads that reads, “Photographed by Peter Lindbergh for J. Lindeberg.”

The campaign will run in September issues of GQ and M in the U.S. and GQ Style, Port, Bon Magazine, Cafe, King and Elle Sweden in Europe. A China media buy is planned but has not been finalized.

This story first appeared in the August 6, 2012 issue of WWD. Subscribe Today.

Lindbergh shot the visuals in New York’s Times Square and an expanded collection of the images will run in the seventh edition of the J. Lindeberg Biannual Book, an oversize brand publication that is published twice a year. One hundred hardcover editions and 900 softcover copies of the 180-page book will go to editors, influencers and VIP clients.


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The advertising push comes as J. Lindeberg relaunches its U.S. fashion wholesale business this fall. Previously, the business was focused on the golf market by former U.S. distributor People’s Liberation, which no longer operates the brand in the U.S.

The last major U.S. campaign was in the spring of 2006. Since then, the brand has only advertised in Scandinavia and Northern Europe, with a smattering of occasional one-off U.S. ads in independent magazines like Interview and Flaunt.

The new campaign and biannual book will be feted with an event hosted by Lindbergh during New York Fashion Week on Sept. 12.