KappAhl launches the "Feel" communications concept with supermodel Paulina Porizkova

" Feel " is the name of KappAhl's new communications concept, which is being fronted by the supermodel Paulina Porizkova. The communications concept is characterized by the feeling that fashion must provide strength but also that the garments feel good. 

Paulina Porizkova grew up in Lund and was discovered at the age of 15. Her career started in Paris in the early 1980s and she has featured on the cover of pretty much all the major fashion magazines. In 1988, her modelling career hit new heights when she signed what was then the world's biggest modelling contract. This autumn we will see her in KappAhl's new " Feel " concept.

- The “Feel” concept kicks off a long-term project, which is intended to position KappAhl and create increased clarity and relevance for our target market. It feels particularly good to be launching ”Feel” with Paulina Porizkova, because she is a strong and self-confident natural beauty who provides a metaphor for the Feeling that we want to communicate , says Joakim Holmstrand, Marketing Director at KappAhl.

The Campaign
With the " Feel " concept, KappAhl introduces garments that are designed with a focus on real women, with the aim of bringing out the best aspects of every individual. Fashion should provide strength and style and be accessible regardless of size or shape. It is time to change the way that we look at fashion today and to work for sustainable fashion in the future.

With the launch of " Feel ", the Always black – trouser collection is introduced, consisting of six different styles of black trousers suitable for every occasion. First and foremost, they are perfect for this year's key garment, the polo-neck jersey, which now comes in several new colourways and retains its colours when washed - a must for every autumn wardrobe.

- I like the black trousers that I wore for the campaign! I took three pairs home with me, but wish that I had taken them all. They fit perfectly and are extremely comfortable. Particularly "the relaxed boyfriend pants” that make me feel both comfortable and cool. And I loved the pink polo-neck , says Paulina. 


The " Feel " concept and the Always black collection are in store from week 38, when the campaign starts.


The campaign's official hashtag is #feelkappahl.


For high definition campaign images and images of the garments, please visit:

press.bindefeldab.se
username: kappahl
password: press

For loan of products please contact:
EKPR & Kommunikation
Telephone: +46 (0)8 – 667 22 06
E-mail: info@ekpr.com


Contact people:
Joakim Holmstrand, Marketing director, KappAhl
E-mail: joakim.holmstrand@kappahl.se
Mobile: +46 (0)70 – 590 84 19 

Annika Hesselman, Press contact, Micael Bindefeld AB 
E-mail: annika.hesselman@bindefeldab.se 
Mobile: +46 (0)70 – 768 11 00 

KappAhl , founded in 1953 in Gothenburg, is one of the leading Nordic fashion chains with nearly 380 stores in Sweden, Norway, Finland and Poland as well as Shop Online. Our mission is to offer value-for-money fashion of our own design with wide appeal. About 38 per cent of the range has sustainable fashion labelling. In 2014/2015 sales were SEK 4.6 billion and the number of employees was about 4,000 in eight countries. KappAhl has been listed on Nasdaq Stockholm since 2006. More information is available at www.kappahl.com

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About Us

KappAhl was founded in Gothenburg in 1953 and is a leading fashion chain in the Nordic region with close to 380 stores in Sweden, Norway, Finland and Poland. Our business idea is to offer value-for-money fashion of our own design to women in the prime of life and their family. Sustainability-labeled fashion accounts for 38 per cent of the range. Sales for 2014/2015 totaled SEK 4.6 billion and the company has approx. 4,000 employees in eight countries. KappAhl is quoted on Nasdaq Stockholm. More information is available at www.kappahl.com

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Quotes

The “Feel” concept kicks off a long-term project, which is intended to position KappAhl and create increased clarity and relevance for our target market. It feels particularly good to be launching ”Feel” with Paulina Porizkova, because she is a strong and self-confident natural beauty who provides a metaphor for the Feeling that we want to communicate
Joakim Holmstrand, Marketing Director at KappAhl
I like the black trousers that I wore for the campaign! I took three pairs home with me, but wish that I had taken them all. They fit perfectly and are extremely comfortable. Particularly
Paulina Porizkova