Global payments and shopping service Klarna have launched a new campaign ‘Clothes love all’ with celebrity designer, TV personality and stylist Tan France.
Recognising that prejudice and discrimination is still a problem within the fashion industry, Klarna is challenging consumers to reconsider their views on fashion, from the eyes of the clothes themselves. The campaign explores the idea that prejudice within the industry comes from the people, not the garments, advocating a world where humans are inspired to be more like clothes, because clothes judge no-one – ‘clothes love all’.
Inspired by these challenges, Klarna has worked with celebrity stylist Tan France to develop eight principles which champion a more inclusive and diverse view of life. The principles at the heart of the campaign develop a philosophy, which if lived by, would make the world a better place. They discuss important topics such as respect, gender identity, race, sexuality and disability.
Speaking about the partnership, Tan France said “I’m excited to be partnering with Klarna on their new campaign. The philosophy is incredibly important as diversity in fashion should not be a deterrent for shoppers, it should instead make the majority feel more included. The fashion industry has a long way to go so that diversity isn’t just lip service, so I love that at Klarna they’re using their platform to amplify these important messages.”
David Sandstrom, Chief Marketing Officer at Klarna, commented “At Klarna we believe in challenging the status quo, whether that be through the design of our products, our brand (the only pink in a sea of blue), or challenging ourselves and our partners to embrace diversity. We want to encourage people to embrace difference in fact, reflecting on different perspectives and challenging our own thinking is how we grow. We are delighted to be working with Tan on our latest campaign that shows that it doesn’t matter your age, gender, skin colour, size, shape or sexuality; fashion is for everyone and we look forward to bringing this to life for our consumers in the Klarna app.“
Using the new wish list feature within the Klarna app, Klarna has created a series of curated wish lists celebrating diversity within its app, including Tan France sharing his own style choices and personal wish list which is fully shoppable by app users.
Klarna is encouraging shoppers to create their own wish lists, save the items they love, and share their inspiration for the chance to win the entire content. Wish lists can contain items from any retailer in the UK and can either be kept for private use, or shared with friends and family.