Kappahl embraces the joyful chaos of Christmas in this year’s holiday campaign

Someone is still walking around in their pyjamas, someone has just arrived through the door, and the kids have already run out of the frame by the time the camera clicks. Rather than portraying a picture-perfect Christmas, Kappahl chooses to capture everything that happens in between, as family, relatives, friends and bonus family members come together and Christmas becomes as lively and wonderfully messy as it tends to be.

This year’s holiday campaign marks the next chapter of Kappahl’s We are family concept, celebrating the modern family in all its different forms. The collection moves through the many moments of the festive season, from pyjama mornings and cosy everyday moments to dressed-up celebrations and parties, with fashion and gifts for both children and adults.

“Trying to get that perfect Christmas photo almost always ends in chaos, but that’s also where the true feeling of Christmas comes to life. Our clothes are made for exactly those moments, pieces the whole family can live in, celebrate in and feel comfortable in. For us, it’s about creating fashion that follows you through life and everyday moments, both big and small, while taking responsibility for how our garments are made,” says Andrea Stenhamre, Marketing Manager at Kappahl.

Throughout the campaign, partywear, tailoring, knitwear and soft pyjama favourites come together in one festive world. It reflects Kappahl’s ambition to be part of everyday family life, with clothes created not just for a single occasion, but to be worn, enjoyed and become part of many moments over time.

The music will also be familiar from previous chapters of the concept. Genom Natten’s version of We Are Family accompanies the campaign into the festive season, continuing to frame Kappahl’s story of togetherness and belonging.

“It felt important to let go of the idea of a perfect Christmas and celebrate real life instead. Creatively, we wanted to capture those moments when the whole extended family comes together: relatives, friends and bonus family members. That anticipation and wonderfully human chaos just before everything gets going was exactly the feeling we wanted to embrace,” say Nina Friman and Leo Dal, creatives at Forsman & Bodenfors, the agency behind the campaign together with Kappahl.

The campaign launches in week 45 and will run online and in Kappahl stores throughout the Christmas and New Year period.