KappAhl in sustainable collaboration with world famous photographer Mary McCartney
In spring 2015, KappAhl is launching the "Dreams through a lens" collection; a collection consisting of sustainable, fashion-conscious clothes. To further highlight KappAhl's emphasis on sustainability, the collection has been photographed by the committed environmentalist and internationally renowned photographer Mary McCartney.
Mary McCartney, daughter of Linda and Paul McCartney, an incredibly talented photographer. Her work focuses on discovering those rare moments of unguarded emotionally charged intimate moments, is bringing her creative vision to the campaign and will be photographing and filming a women's collection for 2015.
“I was attracted to the KappAhl team and their determination and vision in creating this sustainable collection. I'm very happy to be able to help shape the visual creative campaign for the project", says Mary McCartney.
"For us, Mary McCartney is a unique asset in this context, both in terms of her commitment to sustainability issues, her talent behind the camera and her creative participation", says Joakim Holmstrand, Marketing Director at KappAhl.
The collection is produced in organic cotton and linen together with recycled polyester. More detailed information about the collection and the collaboration will be presented in spring 2015.
The collection will be in stores in May 2015.
For press images of Mary McCartney, please visit:
To borrow products, please contact:
EKPR & Kommunikation
Telephone: +46 (0) 8 667 22 06
Joakim Holmstrand, Marketing Director
Mobile: +46 (0) 70 590 84 19
Annika Hesselman, Press Contact
Micael Bindefeld AB
Mobile: +46 (0) 70 768 11 00
KappAhl, founded in 1953, is one of the Nordic region’s leading fashion retailers with close to 400 stores in Sweden, Norway, Finland and Poland, and Shop Online. KappAhl offers value-for-money fashion of its own design to many people – men, women and children, with a special focus on women in the prime of life.19% of the range is sustainability labelled. In 2013/2014, sales were SEK 4.7 billion and the number of employees approximately 4,000. KappAhl is quoted on Nasdaq Stockholm. For more information, go to www.kappahl.com.