Kappahl launches new version of We Are Family – celebrating the many forms of family in its spring campaign

This spring, Kappahl highlights a broader understanding of family in a new campaign rooted in the fashion brand’s more than 70‑year history. Having dressed several generations since 1953, Kappahl now turns the spotlight toward how family structures have evolved over time. The campaign bridges the company’s heritage with a contemporary interpretation of the family concept. At its center is a newly recorded version of the iconic song We Are Family, produced exclusively by the artist Genom Natten — a soundtrack that connects Kappahl’s history to today’s view of togetherness.

The campaign portrays a wide range of family types — biological families, blended families, single parents, and close friendships that function as family in everyday life. The visual expression draws inspiration from traditional family portraits, creating a link between Kappahl’s long relationship with its customers and the many ways people form families today.

A new interpretation of a classic anthem

We Are Family has been part of Kappahl’s communication before. The new version gives the song a contemporary sound while preserving its message of unity. Genom Natten’s production blends familiarity with a modern musical landscape, reinforcing the connection between the campaign’s theme and Kappahl’s longstanding tradition of offering responsibly made fashion for people’s everyday lives.

A campaign reflecting families in transition

The campaign highlights family in many expressions: single-parent households, blended families, multi‑parent constellations, intergenerational relationships, and close friends who act as family. The imagery — inspired by classic family photographs — shows how traditional and modern family forms coexist in today’s society.

A collection focused on versatility and longevity

The spring collection features timeless silhouettes and versatile pieces designed to work across different life situations and in many types of family constellations. Kappahl emphasizes material choices and design principles intended to ensure long-lasting wear, aiming to create garments that can be used, shared, and passed down between generations.

A broader view of family — rooted in the company’s heritage

Since 1953, Kappahl has dressed people in their everyday lives and followed multiple generations through life’s different stages. The new campaign connects this historical perspective — grounded in function and quality — with a modern understanding of family that embraces a wider range of relationships beyond the traditional nuclear model.

“In a changing world, we want to stand for something that feels safe, human, and inclusive. The collection is designed to work in real lives and real relationships, no matter what a family looks like,” says Andrea Stenhamre.