According to a press release published today, KappAhl’s fashion campaign in autumn this year will be accompanied by an entirely new version of Roxette’s hit “The Look”. The song – recorded exclusively by Roxette for KappAhl – has also given its name to the campaign. The campaign is all about style and personality – The Look.
“To record a brand new version of ‘The Look’ felt tempting but was also a great challenge. It is particularly gratifying to have achieved a unique collaboration with KappAhl, a Swedish company that we both respect and love. Pop music and fashion go hand in hand. It’s about expression and emotions, to dare and to care,” says Per Gessle.
“The Look” consists of a total of five campaigns that will be introduced through autumn 2015. The campaigns have different sub-themes and go by the names “The Chic Denim Look”, “The Always Black Look”, “The Must-have Look”, “The Wellbeing Look “and” The Hot Look “. The first collection campaign, “The Chic Denim Look”, will hit the stores on August 24.
The campaign’s official hashtag is #thelookkappahl. You can see a sample of The Look – 2015 on KappAhl’s The Look website and on YouTube. On the website you can also participate to win tickets and a meet & greet with Per.
With this a further Rox–mystery has been solved. You may remember that some days ago a picture of Roxette in the studio found its way to the net, Per also posted on FB that day that Roxette was in a “secret mission”… now we know what it was about! The waiting was worth it!
The song was recorded at the X-Level Studios – previously known as EMI studios, where the song was initially recorded.
It is still unclear if the single will be released physically/digitally at all, at least there is a cover for it on the press release site…
Update 24/6: According to Expressen, more material from the recording session and campaign will be available on July 14 and the song will be released on Spotify “soon” (don’t we love this word!). My guess is that it will be right on time for the Swedish shows starting mid July.