Global News
Jun 8, 20213 min read

A$AP Rocky & Klarna lead us out of lockdown in style.

Klarna K logo

by Klarna

Last week, we announced an exciting new partnership between Klarna and A$AP Rocky. This week, the style icon is kicking off a multimedia campaign aimed at encouraging us to refresh our look as we emerge from pandemic lockdowns.

Illustrating the decline of fashion, Rocky appears in a short film that opens with him hibernating in his apartment. Eventually, with the help of the Klarna app, the artist trades his bathrobe for some much finer threads and gets smoooth again.

Based on data collected by Klarna, Rocky’s not the only one who’s more than ready to level up his wardrobe. Klarna’s shopping index[1] reveals a clear trend shift in consumer behavior as US shoppers favor suits (up 166%), dresses (up 108%) and sunglasses (up 237%) over face masks (down 52%) and loungewear (down 66%). Additionally, 60% of consumers globally are waiting for the pandemic to end before updating their wardrobe, and 63% will dress up more often than before the pandemic, a recent Klarna survey**[2] shows.

“It’s not for me to decide what people should wear or how they should wear it,“ said Rocky, who’s shared his talents with legendary fashion houses like Gucci, DKNY and Dior Homme. “But helping Klarna create a space for people to discover their own style is more of the consulting and curation I’ve been a part of in fashion for years.”

Giving us a fashionable edge and a glimpse into his signature style, Rocky has curated exclusive content in the Klarna shopping app, meaning you can shop featured pieces that have been cherry-picked by the fashion killa himself.

“Following a challenging year, the world is beginning to re-emerge, and we believe now is the right time to really celebrate the joy of style and fashion,” said David Sandström, CMO of Klarna “As a brand and service, Klarna wants to evoke feelings. A$AP Rocky’s innovative mindset and his impeccable sense of style and creativity paired with Klarna’s shopping services is the perfect match that will lead us all out of fashion hibernation and encourage everyone to get out and express themselves again.”

Klarna invites you to share your post-lockdown looks and compete to win a vintage fashion capsule collection, curated by A$AP Rocky. Get the Klarna app to learn more about the competition.

Check back for additional updates on the partnership between Klarna and A$AP Rocky.

* Klarna’s shopping index is calculated based on the number of sold items for different types of clothing. The index value represents the share that a particular item had of the total sales, for all clothing items, at the beginning of the year. The data is from online purchases with Klarna in the US, from January to May 2021.

** The survey was conducted by Klarna in collaboration with the research agency Dynata during May 2021 and surveyed 15 930 consumers across 3 continents and 15 countries; the US, the UK, Australia, Canada, France, Spain, Italy, Germany, Austria, the Netherlands, Belgium, Denmark, Finland, Norway and Sweden.