by Stephen Garner

Klarna has released a new multimedia campaign in partnership with musician, style icon, and entrepreneur A$AP Rocky.

A$AP Rocky, who was announced as a Klarna shareholder and assumed the role of CEO for a day on June 1st, will appear in social content and a short film featuring a snippet of a new song from the musician that will be released later this summer aimed at inspiring consumers to rediscover their sense of style.

“It’s not for me to decide what people should wear or how they should wear it, 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,” said A$AP Rocky.

The multimedia campaign encourages consumers to refresh their look as the world begins to emerge from pandemic lockdowns. This comes as Klarna’s newest shopping index reveals a clear trend shift in consumer behavior as U.S. shoppers favor suits (up 166 percent), dresses (up 108 percent), and sunglasses (up 237 percent) over face masks (down 52 percent) and loungewear (down 66 percent). Additionally, 60 percent of consumers globally are waiting for the pandemic to end before updating their wardrobe, and 63 percent will dress up more often than before the pandemic, a recent Klarna survey shows.

“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,” added 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 Klarnas 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.”