The brand—with an emphasis on diverse ages, ethnicities and body types in its imagery—wanted to “reflect real life, with all its ups and downs,” according to Linda Olsson, global marketing director.

Lindex’s campaign fits into a growing trend of marketers giving fuller representation to women’s journeys. It comes shortly after SiriusXM debuted a long-form ad during the Academy Awards telecast in March that traced a woman’s life, from young girl to senior citizen, through a hypnotic mix of audio, music and dance.

The Lindex work, in breaking with category norms, also follows other companies like Kruger Products in Canada in aiming to infuse warmth and intensity into everyday commodity goods, and it drops on the heels of a global Quaker breakfast cereal campaign that went viral on the strength of its tear-jerking father-son story.

“Underwear for Life” joins other Lindex campaigns such as “Reinvent the Model,” which challenges conventional beauty standards, and “Your Invisible Support,” which champions women through their life stages.