Summer 2012 at KappAhl
COLOURS GALORE AT KAPPAHL THIS SUMMER!Colours are a continuing source of inspiration in KappAhl’s 2012 summer collection. Available in all departments, this collection of classic summer garments includes shorts, dresses, blouses, shirts and singlet tops in summery shades that can be combined in endless ways and are perfect for summer parties and everyday wear.
We have a “Primal” theme for women’s clothes, with tropically inspired patterns. Transparency and contrasts are the main elements and colours like cobalt-blue, cerise, mandarin and lime blend with olive, chocolate and beige. The fabrics used throughout the range are linen and cottoA key look is the draped caftan dress matched with Indian bead and feather jewellery, and a plaited bag in the same tropical style, says Carina Johansson, Head of Design at KappAhl. The outfit is topped off with a white or silver slouch hat to create a glamorously feminine look.
We will also be seeing lots of variations of scarf-inspired prints in the summer collection, mainly coloured but also black and white.
The key garments are square-cut tops and dresses, inspired by scarfs, says Carina Johansson. Add to this some minimalistic accessories, such as a narrow belt or silver jewellery. “
"Cinematic” brings us preppy fashion from the 1950s. Stripes, dots and playful colours lend a new feel to the style. Dark navy, bright red and green create a crisp and fresh look coupled with denim and white. The shirt dress with its bell-shaped skirt and a short-length, naval-style jacket anchor the entire look. Together with the wide, sailor-button trousers, these are the key garments of the theme. Classic silver accessories and a navy striped beach bag accentuate the feeling of summer and the beach.
White is one of the most important colours this summer. The colour appears in all women’s collections, in shades from off-white to beige. KappAhl’s design team has worked on different textures, particularly with natural materials like linen and cotton.
CLASSIC PREPPY FOR MEN
Hampton Republic 27 is the men's collection that continues to offer us classic, preppy garments in modern guise. The collection this summer will be more casual and inspired by the marine life at the Hamptons seaside resort. The summer collection will bring a fresh breeze from the 1960s with short-sleeved, pastel-coloured shirts in lightweight fabrics, like linen and cotton, worn preferably with check pattern shorts. This is best matched with a casual jacket made of washed canvas. A very important feature of this summer’s outfit is the striped tops in the collection. A mix of patterns, like a checked bow tie, will really set the look. Add that final touch by donning the straw hat.
CARAMEL PASTELS FOR ACTIVE CHILDREN
KappAhl’s children’s section is offering a range of clothing in caramel pastels this summer. Shorts are the essential garment and this key item will be available in several models and bright colours. Kids' fashion this summer has a laid-back, sporty style and reminds us of the surfing fashions of the 50s and 60s. This is apparent in the contemporary patterned, swing skirts in the girls’ collection and the twill shorts and pique sweaters in the boys’. White and blue also constitute key colours alongside the pastels. The look is completed by sunglasses, in a choice of pink, yellow, red and turquoise frames!
For more information and images, please contact:
Carina Johansson, Head of Design at KappAhl. Tel. +46 (0)704-71 55 27.
Monika Kostovska, Head of Fashion Press at KappAhl. Tel. +46 (0)704-71 55 56.
7 OUT OF 10 SWEDISH PEOPLE CHOOSE TO GO INTO A KAPPAHL STORE*
KappAhl is a leading fashion chain with more than 380 stores and almost 4,900 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 in the world to receive environmental management standard certification. KappAhl’s sales for the 2010/2011 financial year reached almost SEK 5 billion and its operating income was SEK 222 million. KappAhl is quoted on Nasdaq OMX Stockholm. More information is available on www.kappahl.com. *Source: Orvesto Konsument 2011