Stylist Sahara Widoff builds display windows for Sentimental Journey
KappAhl celebrates its origins
In conjunction with the opening of its 350th store, the Swedish fashion chain KappAhl is celebrating its origins with the launch of a special collection of coats. The collection is called Sentimental Journey and takes its inspiration from the fashion of the 1950s, 60s, 70s and 80s.
- Although the influence from each decade is clearly apparent in the collection, these coats are very much the look in fashion right now, explains Carina Ladow, Design and Purchasing Manager for KappAhl Woman.
KappAhl was founded in 1953 when Per-Olof Ahl opened a coat shop in a basement location in Gothenburg, Sweden. His vision was to make it possible for all women to dress well at affordable prices. Since then, KappAhl has grown into a leading fashion chain with 350 stores in Sweden, Norway, Finland, Poland and the Czech Republic.
KappAhl’s special collection of coats, Sentimental Journey, is a celebration of its founder, its origins and its history, inspired by the fashions of the 1950s, 60s, 70s and 80s. After studying fashion illustrations, sketches and coats from the past and visiting numerous second-hand shops, KappAhl’s designers created a selection of garments that are clearly inspired by the fashions of each era.
Their interpretation of the four decades is also based on a closer look at the kind of clothes worn by the style icons of the time. Inspiration for the 1950s came from stars such as Grace Kelly and Marilyn Monroe, from Twiggy and Jackie Onassis for the 1960s, Ali McGraw, Anni-Frid Lyngstad and Britt Ekland for the 1970s, and from Grace Jones and Linda Evans from Dynasty for the 1980s.
- When we designed our coats, we focused on the most typical features of each decade while combining this fashion with today’s comfortable fit and high quality, says Carina Ladow, Design and Purchasing Manager for KappAhl Woman.
KappAhl’s designers created a collection of nine coats that not only epitomises the fashion of these forty years but also reflects the latest in fashion today.
Sahara Widoff builds display windows in Sergels Torg
- We also decided to make the window displays at our store in Sergels Torg in Stockholm, Sweden, rather special, Carina Ladow says. In collaboration with Sahara Widoff, the stylist, we have created four different settings that illustrate the various styles and fashions of each of the eras and also showcase our new collection of coats.
The successful results of this partnership can be viewed through the windows of KappAhl’s store in Sergels Torg, Stockholm, Sweden.
For more information and photos contact:Download press release
Carina Ladow, Design and Purchasing Manager KappAhl Woman, tel +46 31-771 57 02
Charlotte Högberg, Head of Communications KappAhl Group, tel +46 31-771 55 00, mobile phone +46 704-71 56 31