Autumn 2012 at KappAhl Women
KappAhl fashion for autumn 2012
This autumn, minimalism, denim and romanticism are some of the inspirations in KappAhl's women's department. Autumn's essential garment is knitted and can be found in all of the autumn collections.
The Drama theme is the first out among the women's collections for this autumn. The base colour for the theme is classic black and the style is rock-inspired. The silhouette is narrow, and several of the collection's trousers have details such as zips and seams. These are paired with draped tops, prints and lace. A smoking jacket or biker jacket completes the look.
Key Look: Narrow trousers, ideally coated or with zip detailing, matched with a jersey top in a contrasting colour and a biker jacket.
General Store stands for relaxed comfort. The inspiration is American rural life, with a well-washed feeling, and here denim is mixed with checked shirts and ribbed jersey tops. These should ideally be decorated with lace that gives a soft, fresh touch to this classic style. The theme also includes knitted tops, for example a poncho with an ethnic pattern. The colour scale is red and blue checks together with grey and white. Jersey garments have accent colours of green and orange.
Key look: Five-pocket denim paired with checked shirts and jersey with lace detailing.
Grunge and glamour meet in the Vagabond collection. The result is a wonderful romantic style focusing on contrasts. Delicate materials such as lace and chiffon are paired with coated denim and heavy knits, ideally in layers to give the right bohemian feeling. Small flowery and paisley prints blend in block patterns on several garments in the collection. Some of the knitted garments are also dip-dyed. The main colour is wine, from pastel to darker, blended with grey and white. The colour scale also contains several tones of petrol, complemented with an apricot accent colour.
Key look: Chiffon dress together with a heavy-knit sweater and asymmetric blouse. Accessories, ideally with fur detailing.
The theme Monomind takes its inspiration from the 1960s. The silhouette is androgynous but feminine with clean and minimalist as catchwords. The colour scale has classic autumn colours such as light and dark blue, orange-red and green with black, white and grey as the base. Stripes, spots and houndstooth check patterns reinforce the retro-feeling with a modern touch.
Key look: Black cigarette trousers with spotted or striped top. A-line dress. Classic accessories such as narrow belt and minimalist jewellery.
During this autumn, based on KappAhl's history, KappAhl is expanding its denim range with the denim collection 1953. KappAhl's jeans collection is being expanded to offer customers models, fits and washes that appeal to everyone. The thinking behind the collection is that quality and timelessness should be central. There is a wide selection, containing both basic models and the season's fashion jeans.
Since KappAhl opened its doors in the 1950s, warm and well-designed coats have been some of the most important garments in the autumn collections. This season, KappAhl's designers have taken inspiration from the archives to create an updated version of the popular outerdoor collection Sentimental Journey. The collection contains two outerdoor garments typical of each decade from the 1950s to the 1980s.
For further information:
Carina Johansson, Head of Design at KappAhl
Tel. +46 (0) 31 771 55 27, mobile +46 (0) 704 71 55 27
Monika Kostovska, Head of Fashion Press at KappAhl
Tel. +46 (0) 31 771 55 56, mobile +46 (0) 704 71 55 56 Email: firstname.lastname@example.org
7 OUT OF 10 SWEDES CHOOSE TO GO TO KAPPAHL*
KappAhl is a leading fashion chain with more than 380 stores and 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 its own fashion team. KappAhl was the first fashion chain to be environmentally certified, in 1999. KappAhl’s sales for the financial year 2010/2011 totalled approximately SEK 5 billion and its operating income amounted to SEK 222 million. KappAhl is quoted on Nasdaq OMX Stockholm. More information is available on www.kappahl.com.
*Source: Orvesto Konsument DOWNLOAD PRESSRELEASE