Filippa K new recreational line

The name says it all. Still, the new line of comfortable clothing from Scandinavian fashion label Filippa K, is geared towards leisure, travel and recreation and is all about relaxation and well-being. The designs are simple yet elegant and appropriate for city wear. “When relaxing at home, doing yoga or getting on a long flight, comfort is the most important thing, women still want elegance and quality,” says creative director Filippa Knutsson. “Filippa K Still is about wellness rather than fitness.”

This line caters to the ideal of timeless design and flattering fits. This is the type of clothing that you wear to lounge around in at home, but are not ashamed to be seen in when you step outside. “The Filippa K philosophy has always been about combining style with quality and comfort. Following the success of the recent Filippa K Underneath line, it felt like a natural step for us to expand our offer in the growing area of recreation and relaxation wear,” said chief executive Patrik Kihlborg.

The collection will initially launch in Continental Europe in February/March 2006 and if it proves to be a success, the concept will be rolled out into a complete lifestyle brand, which includes men's wear and items like fragrances and bottled water. The prices are on the higher end of the scale. In the UK, Filippa K is available at Selfridges in London.

www.filippa-k.com
27 October 2005

Filippa K to open in UK

Swedish fashion brand Filippa K is looking to open its first UK store this year. The company, according to Draper's has been looking for a central London unit to house its men's and womenswear collections.

The company plans to further open two other stores in the capital and another three in the UK over the next three years. Filippa K has also doubled its advertising budget for spring, targeting magazines including Dazed & Confused, Arena, I-D and Pop.

31 January 2005