Sweden's Roxette records new version of "The Look" for KappAhl
today Jun 25, 2015
Swedish high street fashion brand KappAhl is revamping a classic this autumn, as pop duo Roxette is recording a new version of its 1988 hit "The Look" for KappAhl's fashion campaigns.
The campaign, which is about "style and personality", has been named "The Look" after the song.
"Fashion today is closely related to attitude in music. It leaves space for personal interpretation and is about your style and your personality, your look. Our message is further reinforced by the unique collaboration with Roxette and one of today's most iconic songs, something we are extremely happy with", says KappAhl's marketing director Joakim Holmstrand.
"The Look" was Roxette's first US number one in 1988. "Recording a completely new version of "The Look" was appealing but at the same time very challenging. It is even more fun forming a unique partnership with KappAhl, which is a Swedish company that we both respect and like. Pop music and fashion go hand in hand. It is about expression and emotions, about daring and caring", says Per Gessle of Roxette.
KappAhl will release five campaigns with The Look-theme: ”The Chic Denim Look”, ”The Always Black Look”, ”The Must-have Look”, ”The Wellbeing Look” and ”The Hot Look”. The first one launches on August 24.
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