Kappahl inspires a wardrobe made to last in its major autumn campaign

In the autumn campaign, we follow a woman and the people around her throughout a weekend in the city. Through everyday moments, a personal and inspiring story unfolds, capturing the essence of autumn with a focus on relationships, togetherness, and fashion designed for life as it is lived here and now.

The campaign also connects to Kappahl’s long-term brand promise, For you and yours. Since 1953., and continues to develop the company’s position as a fashion brand for the entire family.

"Autumn is about finding favourites that stand the test of time. We want to inspire our customers to build a wardrobe filled with pieces that are easy to wear, combine and love for many seasons to come. At the same time, we continue to strengthen our position as the destination for family fashion," says Andrea Stenhamre, Marketing Director at Kappahl.

A wardrobe designed to last

The Autumn 2026 collection encourages customers to look beyond fast-moving trends and instead invest in timeless garments with lasting appeal. The assortment includes womenswear, XLNT and menswear, featuring soft knitwear, updated denim, tailored silhouettes, romantic lace details and the season’s outerwear.

From classic wool coats to statement jackets for crisp autumn days, the collection offers pieces that combine style, functionality and long-term versatility.

A tribute to Kappahl’s heritage

One garment plays a particularly important role in the campaign: the coat. It connects directly to Kappahl’s history, which began when Per-Olof “Pelle” Ahl opened his first store in Gothenburg in 1953, selling coats.

In the autumn campaign, the coat symbolises the meeting point between the company’s heritage and contemporary fashion expression. The campaign is also accompanied by a new interpretation of the We Are Family anthem, performed by the duo Genom Natten.

"This autumn campaign combines the best of two worlds: strong emotional storytelling and a clear fashion offering. We want to inspire our customers with garments that stand the test of time while continuing to strengthen Kappahl’s position as the brand for the family. The campaign is an important step in our ongoing brand journey and builds on the message For you and yours. Since 1953.," concludes Andrea Stenhamre, Marketing Director at Kappahl.

The campaign will run from weeks 38 to 42, with extended activity through week 44. It will be featured across digital channels, marketing activities and stores in all Kappahl markets.