Former supermodel Christy Turlington Burns is championing the message 'It's what you do that defines you' for fresh-to-the-UK clothing brand, Lindex. The Scandinavian brand, which opened its first UK store in Westfield Stratford, London, on March 27, has also brought in 22-year-old German model Toni Garrn and Ethiopia-born Liya Kebede, 37. The models have been selected thanks to their work doing good things outside of the fashion world, showing that true beauty comes from what you do as well as how you look. Scroll down for video . Christy Turlington, Liya Kebede and Toni Garrn are the faces of Lindex's Spring 2015 campaign . Lindex opened its first UK store in Westfield Stratford on March 27 . 'I have learned that it’s what you do, how you do it and what you do with what you have that matters,' said the yummy mummy, 46. 'I like that this campaign is providing a platform for each of us women - Toni, Liya and myself - at different stages of our careers who are all doing more with our lives than just modelling. 'I think it’s a positive example to show that none of us are only as we may seem at a glance and that everyone has the capacity to do more.' Lindex wanted models who do good things outside of the fashion world for its campaign, so brought in Christy . Lindex is selling limited-edition #superrolemodel T-shirts to help raise money for Christy's charity, Every Mother Counts, as well as the Liya Kebede Foundation and Plan International's Because I Am A Girl. 'We chose to work with Christy, Liya and Toni as Super Role Models because we believe that the spirit they convey and the example they set will inspire our customers to consider the meaning of beauty – not only on the outside but the inside too,' said Lindex's Johan Hallin. 'The campaign message is that we can all do better.' Lindex is also raising awareness for WaterAid during its campaign with in-store activities and by donating 10 per cent from all sales during shopping events. All profits from the sale of limited-edition #superrolemodel t-shirts, pictured, will go to mum and child charities . Christy, who's gearing up for the London marathon on 26 April, told Red Magazine last week that giving birth has been her toughest physical challenge, but that now she's feeling 'stronger and healthier' than ever. 'Giving birth was probably the most empowering thing I’ve ever done physically. I was like, now I can do anything. I can run a marathon… I can run three marathons!’ Christy - who is mother to daughter Grace, 11, and son Finn, eight, with her husband of 11 years Edward Burns, 47 - had just given birth to Grace in 2003 when she was struck with a postpartum hemorrhage, causing her placenta to become embedded in her uterus wall. She suffered massive blood loss and was forced to undergo a painful procedure whereby the doctors manually tore her placenta free without pain relief - an experience that could easily have killed her had she not been in such good hands. Trauma: Christy, pictured with her husband Edward Burns, 47, had just given birth to Grace in 2010 when she was struck with a postpartum haemorrhage, causing her placenta to become embedded in her uterus wall . As a result of this traumatic experience, Christy founded the charity Every Mother Counts in 2010. ‘What I realised was actually how lucky I had been that so many women don’t even get to choose when they become pregnant.' 'They don’t get to choose whether they will be medicated, or have a natural birth. This is just how it is, and it’s not an ideal way to bring life into the world, I don’t think.' According to the brunette stunner, 98 per cent of pregnancy-related deaths in the developing world are preventable. But, as she points out, the U.S. is one of the eight countries worldwide where maternal deaths are on the rise. Dedicated: According to the brunette stunner, 98 per cent of pregnancy-related deaths in the developing world are preventable - a statistic she's determined to change . Christy, who became famous alongside Cindy Crawford, Naomi Campbell and Linda Evangelista in the era of the supermodels, now runs marathons in aid of Every Mother Counts. She said she is determined to strengthen the 'sisterhood' between mothers around the world, wherever the happen to be.
Liya Kebede and Toni Garrn join Christy as 'Super Role Models' Scandinavian brand Lindex launches in the UK with Westfield store . Money from #superrolemodel T-shirts will go to mum and child charities .