Emma Elwin

Notes from a Swedish stylist


Kappahl's vision to create a sustainable collection inspired me
L1000422In the spring of 2015, the collection “Dreams through a lens” will see the light of day. The collection is a dream come true for anyone caring about ethics and aesthetics; sustainability and style. It’s produced with organic cotton and linen, as well as recycled polyester. And to highlight the focus on sustainability, Kappahl collaborates with renowned photographer and green activist Mary McCartney (who also happens to be Stella McCartney’s sister).
Except for photographing and filming the collection, Mary McCartney has been involved in the creative process of making the collection and communicating around it.
– Kappahl’s vision to create a sustainable collection inspired me. I’m very happy to be able to help forming the visual and creative identity for the collection, says Mary McCartney.
– For us, Mary McCartney is a unique asset in this context, both when it comes to her engaging in issues of sustainability, and her talens behind the camera as well as her taking part creatively, says Joakim Holmstrand, marketing director at KappAhl.
More information will follow in the early spring of 2015. The collection will be in stores in May 2015.

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