PRESSRELEASE
Vintage Stories Spring 2012
2012-02-09
VINTAGE STORIES INSPIRED BY ORIENTAL GLAMOUR IN SPRING 2012
The inspiration for KappAhl’s Vintage Stories in the spring of 2012 comes from the loose cuts and beautiful pattern designs of the 1920s and 30s, inspired by Oriental flowers and birds. The collection comprises ten or so garments with matching accessories and a selection of garments for girls, in the height range 122 cm to 170 cm.
Vintage Stories this spring has a relaxed, feminine style. The garments carry us back to the glamour and decadent lifestyle of the 20s and 30s, which inspired a fashion with a looser silhouette. Roses and birds, combining elements of Japanese art, adorn many of the garments.
The colourway is soft pastels with an off-white and black background, which is ideal for all those spring parties.
Each item is unique. We have been particularly careful to create a design that conveys the sense of the Orient, explains Carina Johansson, KappAhl’s Head of Design. Drape, kimono-style blouses and the wide-leg trousers in the collection show that this spring’s trend is airy volume. Thin fabrics like chiffon and crêpe contrast with pleats on blouses and dresses to create a well-dressed look.
The key garment in the collection is a caftan style dress decorated with embroidery and a pattern of Japanese cranes. The dark beads and tubular sequins used in parts of the collection take our minds back to the carefully tailored fashion of the 1920s.
The accessories have the same, well-tailored style – a clutch bag with oriental print depicting wooden features and a black-bead bracelet match the collection’s bright tone. Pearl earrings and a floral tiara are also included in the range of accessories.
The collection is complemented by carefully selected garments for girls in the height range 122 cm to 170 cm. These include a dress, a skirt and two tops, all available in the same powdery colours and styles as the women’s collection.
The collection will be available in KappAhl stores from the beginning of April.
For more information and images, please contact:
Carina Johansson, Head of Design at KappAhl. Tel. +46 (0)704-71 52 71.
Email carina.johansson@kappahl.com
Monika Kostovska, Head of Fashion Press at KappAhl. Tel. +46 (0)704-71 55 56.
Email monika.kostovska@kappahl.com
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
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