News Flash

KappAhl's new campaign to celebrate women's everyday life

16 Sep '20

2 min read

Pic: KappAhl

For over 65 years, KappAhl, a Sweden-based leading fashion chain, has been a trusted fashion destination for women of all shapes and ages. This autumn, KappAhl is once again highlighting the theme Confidence for Every Body, a campaign that gives a boost to women and their everyday lives. KappAhl’s autumn collections have some stylish new arrivals.

“We at KappAhl asked ourselves what confidence really is,” Linda Härngren, copywriter at KappAhl, said in a press release. “It’s juggling everything to keep our lives together, and actually doing it pretty well. It’s feeling comfortable in ourselves and our own bodies. It’s stepping out the door in the morning and feeling equipped for the day ahead. Clothes aren’t everything, but they can make a difference to how a good day feels.”

Since its very start, the core of KappAhl’s design philosophy has been to create affordable fashion for a wide range of bodies. The chain’s in-house designers create garments based on how women’s bodies look, using real women as sample models in their work. The idea is to have trousers for every occasion that life may bring from everyday wear to parties and everything in between.

“Our design philosophy is successful. Many of us are women ourselves, and we know how our different bodies and experiences shape our everyday lives. Women, and everyone for that matter, should be able to be themselves and feel comfortable in their own body. At KappAhl, we want to dress our customers in self-confidence, Confidence for Every Body is a fundamental part of KappAhl’s DNA,” Lena Forsaeus, marketing manager at KappAhl, said.

Based on customer requests, KappAhl has also created its own personal shopping service, where all members can get professional help with things like finding the perfect trousers.

Big in fashion circles are higher waists and freer silhouettes. Autumn’s denim collection features cropped, comfortable mom-fit and wide-leg styles, and in maternity wear there are both denim and dressy trouser options. This season’s trousers are fabulous teamed with puffed sleeves, gathered or smock details and volume around the shoulders. There is a wealth of materials and textures, in everything from sweatshirts, poplin shirts and soft jersey fabrics to knitwear and delicate organza tops.

Fibre2Fashion News Desk (JL)

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