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Marketing is crucial to the success of any company, and in line with an increased emphasis on sustainability, many companies now include sustainability issues in their communications. The clothing company Lindex's campaign ”Reinvent the Model” aims to reshape the female ideal and promote diversity in their marketing. They do this, among other things, by including different skin colors, ages and bodytypes in the marketing. The study ”Advertising for what, clothes or bodies?” examines Lindex's campaign and its portrayal of beauty ideals. Through a qualitative multimodal critical discourse analysis, based on Fairclough's three-dimensionalmodel, the campaign is analyzed with a focus on lexical choices, denotation, connotation, interdiscursivity, ideology and hegemony. The concepts of discourse andcommodified feminism also form the basis of the study's theoretical perspective.

The results show that Lindex portrays beauty ideals as problematic and negative. The campaign mixes marketing, body positive, feminist and documentary discourses to challenge prevailing beauty ideals within the fashion industry. The body positive and feminist discourse is emphasized by ordinary women sharing their experiences around beauty ideals. Quotes in the campaign create a negative view of the female body as bodily flaws are discussed. The hegemonic view of beauty ideals is questioned in the campaign, but the result of making a comprehensive campaign about women's appearance means that the female body continues to be scrutinized and used as akind of marketing material. The conclusion is that, from an ideologically critical perspective, the campaign partially challenges the hegemonic view of beauty but at the same time maintains and commodifies norms around the female body.