PRESS RELEASE
Vintage Stories Autumn 2011
2011-10-05
AUTUMN 2011 AT KAPPAHL WOMEN
KAPPAHL BRINGS US 1920’S GLAMOUR WITH ITS VINTAGE STORIES COLLECTION
The Roaring Twenties is making a comeback this autumn in KappAhl’s fashion for women. Embroidery, beads and velvet with a contemporary cut are essential features of Vintage Stories in the autumn of 2011.
Our inspiration for the collection comes from the television series, Boardwalk Empire, which will debut on Swedish TV this autumn. The series is set in Atlantic City during the Prohibition era, when glamorous clubs and smoky salons were forbidden pleasures. “The women wore loose dresses made with beautiful details and cuts that gave a comfortable fit”, explains Carina Johansson, KappAhl’s Head of Design.
The word that best sums up the collection is elegance. Made of velvet, chiffon and other sumptuous materials, many of the garments feature intricate bead and embroidery work. We also see contemporary versions of the fringes and pleats which were typical for the period and will create an eye-catching effect on the dance floor at parties this autumn. The collection comes in a subdued colourway of mustard yellow, green and pink and exudes the essence of 1920’s salons. The look is completed with perfect accessories, including a fake fur collar and feathered headband.
Carina Johansson continues, “The garments are dressy and stylish but casual too which means they can be worn for special occasions or every day.”
Dresses with a looser cut, soft fall and fantastic jewellery with beads are a key component of the collection.
The idea for Vintage Stories came about during KappAhl’s designers’ globe-trotting travels which provided the inspiration for a limited collection of high-fashion design. The first Vintage Stories collection was launched in the spring of 2009. Over the seasons, the collections have been influenced by Orientalism, the colourful 50s and turn-of-the-century romance. This autumn’s Vintage Stories will be available in all KappAhl stores in early November.
For images go to our Image bank.
For more information and images, please contact:
Carina Johansson, Head of Design at KappAhl
Telephone +46 (0)31 771 52 71. Email carina.johansson@kappahl.com Monika Kostovska, Head of Fashion Press at KappAhl
Tel. +46 (0) 31-771 55 56. Email monika.kostovska@kappahl.com
KappAhl is a leading fashion chain with almost 370 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 our 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 quoted on Nasdaq OMX Stockholm. More information is available on www.kappahl.com.
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