PRESS RELEASE
KappAhl Children Autumn 2011
2011-05-19
Influences from bygone times
Knitted garments and inspiration from the last century are served up in KappAhl's Children Department this season.
Newbie, the success of recent seasons, is back for the smallest. This autumn, the inspiration comes from the early 20th century, and jacquard and small flower patterns take centre stage. As before, the cotton in the collection is 100% organic. "It has been important for us to keep the extra value provided by organic cotton," says Sofia Wallin, Design and Purchasing Manager for KappAhl Children. We want parents to feel safe when they dress their baby, and for this reason, we only use the softest material in the collection." As before, the colour scale is rural with blue, beige and white, and the key garment is once again the knitted overall, which this season comes in a jacquard patterned version.
In sizes 86 – 128 as well as 128 – 170, the autumn season starts with a whiff of the 70s and a folklore feeling. Corduroy trousers in muted tones are combined with small flower patterned tops and cable-knit sweaters for girls. Patterns with Inca motifs are absolutely right for the fashion scene and can be found on several items in the collection. In the collection for the youngest, there is also a pair of small flower shorts, which look great worn over a pair of leggings and combined with a poncho. The style is topped off with a pair of knitted legwarmers. Imitation fur is an important part of the collection, and for older girls a fur jacket is added to the look. "For boys, the key garment is a padded vest with corduroy details, which on cold days is worn over a knitted sweater or a checked shirt for a preppy feel. There are also corduroy trousers to give the genuine feeling. The important aspect for the theme is to present a 70s feeling in a modern way," continues Sofia Wallin.
Later on in the season, the fashion becomes more rocky and reawakens memories of the 60s' mod fashion. Dyed denim is the key garment for boys, together with striped sweaters and checked shirts. For girls, the silhouette is narrow at the bottom and wider on top; with striped tops in red and blue together with black. In sizes 128 – 170, the look is inspired by the graphical 90s and with a new trouser model 128-170, a new harem cut is introduced. A pair of trousers with a leather feel completes this tough collection.
Functional clothing is an important part of KappAhl's children's range. The popular Kaxs and Woxo collections have been well received, with their attractive mix of value for money, freedom of movement, function and quality. This season, the Woxo collection is expanded with trousers and sweaters in fleece and jersey to create unity in the collection. The collection also offers caps, gloves and thermal underwear and more, in function-friendly material.
For Images go to our Image bank.
For more information and images, please contact:
Sofia Wallin, Design and Purchasing Manager KappAhl Children Telephone +46 (0) 31771 57 81. Email sofia.wallin@kappahl.com
Monika Kostovska, Head of Fashion Press at KappAhl Tel. +46 (0) 31771 55 56. Email monika.kostovska@kappahl.com
KappAhl is a leading fashion chain with more than 350 stores and 4,800 employees in Sweden, Norway, Finland, Poland and the Czech Republic. KappAhl sells affordable fashion to a wide range of consumers – women, men and children – with a particular focus on women in the 30 to 50 age group with families. All KappAhl garments are designed by its own fashion team. In 1999, KappAhl was the first fashion chain to receive environmental management standard certification. KappAhl's sales for the 2009/2010 financial year totalled SEK 5.1 billion and its operating income amounted to SEK 551 million. KappAhl is listed on Nasdaq OMX Stockholm. More information is available on www.kappahl.com.
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