Kappahl celebrates back-to-school season in new family-focused campaign
On July 29, Kappahl launches its 2026 Back to School campaign – a campaign that highlights one of the most important milestones of the year for many families. With the message We Are Family, Kappahl continues to strengthen its position as the destination for family fashion by portraying back-to-school season as it truly is: filled with anticipation, emotions, and practical needs.
July 28, 2026, 07:00 UTC
The start of a new school year brings new routines, new experiences, and a wide range of emotions – for both children and parents. Through this year's campaign, Kappahl aims to inspire and guide families as they prepare for the new term with garments that combine comfort, functionality, and style.
The collection features versatile and functional pieces for both children and adults, designed to support everyday life from the classroom and after-school activities to all the small adventures in between. The focus is on comfortable, durable, and easy-care garments made for movement, play, and active family life.
"Back-to-school season is a special time for many families. It's a period filled with excitement, expectations, and practical preparations. With this campaign, we want to show that we understand the realities of family life and inspire parents to feel confident in their choices for the new school year. We want to make it easy to find favourite pieces that both children and parents love to wear," says Andrea Stenhamre, Marketing Manager at Kappahl.
The campaign captures authentic and relatable moments from the school drop-off, told from a parent's perspective. The visual expression is playful and warm, highlighting the everyday moments that so many families recognize and share.
As part of the campaign, Kappahl continues to use the iconic song We Are Family in a new interpretation created by the emerging artist Genom Natten. For the back-to-school campaign, a fresh remix of the song has been produced to bring even more playfulness and energy. The music reinforces the common thread running through Kappahl’s brand journey and strengthens the emotional core of the campaign.
"Music has a unique ability to create emotion and recognition. We Are Family has become an important part of our brand identity and serves as a reminder of what has always been at the heart of Kappahl – being there for families in everyday life and through all stages of life," says Andrea Stenhamre.
The campaign runs from week 31 to week 37 and will be featured across digital channels, social media, and Kappahl stores.
