Kappahl Celebrates Modern Families with a Fresh Take on “We Are Family”
What does “family” look like today? For Kappahl, the answer is that it does not have just one shape.
In its new spring campaign, the Swedish fashion brand turns its focus to the many ways people define family in modern life, whether that is through blood, friendship, or the bonds we choose along the way. It is a natural evolution for a company that has spent more than 70 years dressing generations, but this time, the storytelling feels more personal than ever.
At the heart of the campaign is a reimagined version of the iconic “We Are Family,” performed by the Swedish “dream pop duo” Genom Natten. The new rendition keeps the warmth and familiarity of the original while introducing a softer, contemporary tone, mirroring the campaign’s message that while the idea of family endures, its expression continues to evolve.
Visually, the campaign plays with contrast. Classic family portrait setups are reinterpreted to include blended families, close knit friends, single parents, siblings, and chosen communities. The effect is both nostalgic and quietly progressive, an acknowledgment that tradition and change can coexist.
“For us, family is not about what it looks like, but what it means,” says Andrea Stenhamre, Kappahl’s Marketing Director. “It is about the relationships that shape us, and those are the ones we dress.”
That philosophy carries through to the collection itself. The Spring 2026 line leans into versatility, with timeless silhouettes, easy layering pieces, and durable materials designed for everyday life. These are not statement pieces meant for a single moment. They are clothes meant to live in, to share, and perhaps even to pass on.
While Kappahl has long focused on practicality, clothing entire families across generations, the brand now places equal weight on identity and self expression. The goal is to create garments that feel relevant not just to individuals, but to the relationships that define their lives.
“In a changing world, we want to stand for something that feels safe, human, and inclusive,” Stenhamre adds. “The collection is designed to work in real lives and real relationships, no matter what a family looks like.”
With this campaign, Kappahl is not just showcasing clothes. It is telling a story many people recognize. Family is not a fixed idea. It is something we create, nurture, and carry with us, in all its forms.