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Five minutes with: Angela Lindvall

By Milly Nolan

Angela Lindvall, the face of the new fragrance pureDKNY, on being somewhat of a social activist, interview on MiNDFOOD.

How did you feel when you were asked to be the face of pureDKNY?

I am so honoured to be the face of pureDKNY. It feels great to represent something I truly believe in.

What do you like about the fragrance?

Besides being an amazing pure smell of natural oils, I like the fact that the brand has made responsible decisions as a company while launching this new product. The vanilla is harvested in Uganda, which helps support the nation of Uganda and biodegradable plastics and recycled papers are used in the packaging as well. Mostly, I like what the campaign represents, which is all the little moments in life that make life special – the pure moments and relationships in our lives.

Who do you think the pureDKNY woman is?

A strong multi-dimensional woman. A woman who is confident in herself and sets trends, not follows them.

What did you enjoy the most when shooting the advertising campaign?

I love all the DKNY team, Nathaniel Goldburg, and being with my son was a plus. It was very easy going, you wouldn’t have even known it was a job – it was more capturing pure moments.

What was it like having your son Sebastian feature in one of the campaigns? And your partner also?

My partner was just there to help with Sebastian and ended up getting booked on the job, so he was super excited. Sebastian and I just hung together and without even knowing we had our picture captured. We all had a really fun trip to NYC.

How was the pureDKNY campaign different from all the other work you’ve done with DKNY?

This was very raw in the sense of the style. It wasn’t so much about clothes, but more about a feeling. It was very intimate. This also represents something much bigger and a message that is much needed in the world in which we live today.

You are known for being a social activist for living a more conscious lifestyle. Why did the green movement first interest you?

When I moved to NYC I started researching what’s in our food, then water, and then environmental degradation. I was shocked to learn the statistics I did. I thought, hy isn’t this on the front page of the newspaper”?!! Nobody was really focusing on the repercussions of the things we do, furthermore how we effect the environment and humanity.

How do you convey this message to others?

After my career took of in fashion and through my experiences I learned the power of the media and the influence fashion has within the media. I thought; if we could use the same vehicle to inspire change and educate, then things could be done differently – more sustainable and cool.

What steps have you taken in your personal life to be more eco-friendly?

I think about where I invest my money. The things I buy, where I eat, what I eat, I support local. I use biodegradable products. I grow a garden, recycle water, recycle goods, reuse things, and invest in things that last. I try not to consume too much to begin with. I also support initiatives that are making changes in the world. Like Camp Hill farm, which is bringing back local food. And the NRDC’s Clean By Design, to green the manufacturing of textiles in China.

Was it important to you that this fragrance supports environmental sustainability?

Absolutely. The industrial revolution opened a lot of opportunities in the past, but those ways are no longer sufficient and sustainable to evolution. There are new ways to do things. But, it is necessary to implement them into existing structures and procedures.  I’m very proud that pureDKNY has made these steps and I’m also proud to be a part of it.


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