"For KappAhl's campaigns for autumn 2015 it is time for the popular culture, which, perhaps more than any other, has influenced how we look, namely music. And what could be better than a contemporary version of one of music's most popular and eternal "looks"; the smash hit ”The Look”", says Joakim Holmstrand, marketing director of KappAhl.
The re-recording of "The Look" has been documented in the film ”The making of the Look”. The film and the track are recorded on historic ground, in X-Level Studio in Stockholm, the same studio where "The Look" was recorded the first time, back in 1988.
"Roxette has iconic status all over the world and releasing a new version of the hit "The Look" we believe will be highly appreciated by all their fans, who are also many of our customers. With the film and the track, we want to convey the energy and the joy found in the music and how this too can inspire people to find their own style", says Joakim Holmstrand.
For the exclusive new recording for KappAhl, Roxette have decided to collaborate with the Swedish production duo Addeboy vs. Cliff.
"As soon as I heard Addeboy vs. Cliff's musical ideas for “The Look” I knew it would be good. The track feels great and sounds like a hit. Again. For me it means cocky, young, direct power pop that makes me laugh and smile and live. “The Look” is of course also an ideal title for a clothing campaign", says Per Gessle.
The track and film are released on Friday 17th July. The film can be viewed on KappAhl's site and on KappAhl's YouTube channel. The track, which will be released worldwide, will be available on Spotify as well as all other digital platforms and on 28th August as an exclusive seven-inch vinyl single.
The campaign's official hashtag is #thelookkappahl
Facts about “The Look”
The pop duo Roxette, Per Gessle and Marie Fredriksson, was formed in the mid 1980s. One of their best known hits is ”The Look” from 1988, which is also considered to be Roxette's breakthrough hit around the world.
For press images of Roxette, please visit:
Joakim Holmstrand, Vice President Marketing KappAhl
Mobile: +46 (0) 70 590 84 19
Karin Tränk, Press Officer Micael Bindefeld AB
Mobile: +46 (0) 72 857 04 36
KappAhl, founded in 1953, is a leading fashion chain in the Nordic region with nearly 400 stores in Sweden, Norway, Finland and Poland and Shop Online. KappAhl offers value-for-money fashion of its own design to a wide range of consumers – women, men and children – with a particular focus on women in the prime of life. 24 % of the range is sustainability labelled. In 2013/2014, turnover was SEK 4.7 billion and the number of employees approx. 4,000. KappAhl is quoted on Nasdaq Stockholm. For more information, please visit www.kappahl.com.