PRESS RELEASE
KAPPAHL Designers Finest Autumn 2011
2011-09-01
Autumn 2011 at KappAhl Woman
KappAhl launches Designers' Finest – an exclusive special collection for autumn 2011
Designers' Finest is a new special collection comprising modern wardrobe classics with a high degree of fashion and extra fine qualities. Starting from their own needs and the thought "for women – by women", KappAhl's design team has produced their own versions of key garments that should be found in every woman's wardrobe in autumn 2011.
This autumn, Designers' Finest will be launched; a new women's collection where KappAhl's own designers have been given free rein to come up their own personal favourites. The collection offers scrupulously tailored garments with a high degree of fashion and comprises some 20 garments and matching accessories. The collection has been produced in a limited edition, focusing on exclusive materials in a somewhat higher price range than KappAhl's other ranges. The theme is a timeless style where wearing the clothes season after season is possible, influenced by the minimalism of our times with simple classics in stripped down forms.
"The collection aims to give KappAhl's present customers a wider choice, while at the same time we welcome a new fashion-interested woman into KappAhl. Important elements for the Designers' Finest customer are quality, design, and clothing that can be worn for several seasons yet remains modern over time," says Carina Johansson, Design Manager.
KappAhl's designers have created the garments starting from their own desires and with the thought "for women by women". The idea behind the collection is that all garments can be combined with each other, either worn separately or alternatively layer on layer, thereby keeping the colours and silhouettes in a coherent and uniform whole.
Cuts and contrasts between materials are key details in the collection, where straight cubism and round forms are combined with draped and asymmetric styles. A constant throughout the collection is the contrast in materials, combining leather and suede with flowing materials such as silk, lyocell and cotton. The collection has a muted colour scale, where white, black and grey make up the overall image together with bordeaux and golden yellow accent colours.
The collection will be available in all KappAhl stores as a limited edition from September 6th 2011.
For images go to our Image bank.
For more information and images, please contact:
Carina Johansson, Design Manager, Telephone +46 (0) 31 771 55 27.
Email carina.johansson@kappahl.com
Monika Kostovska, Head of Fashion Press at KappAhl, Telephone +46 (0) 31 771 55 56.
Email monika.kostovska@kappahl.com
KappAhl is a leading fashion chain with more than 360 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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