Klarna & Lady Gaga: get what you love

Klarna has announced the launch of its new 'Get What you Love' campaign, supported by Lady Gaga

Pioneers. Those individuals, organisations or innovators who inspire, who empower and who aren't afraid to look tradition firmly in the eyes and kick it into touch. Those individuals - and that sentiment - are at the heart of Klarna's new Get What You Love campaign. 

Klarna is a pioneering and disruptive force in online shopping and payments, offering a host of preferred payment alternatives that enable consumers to easily and securely pay when and how they want, anywhere they want.

As for Lady Gaga... well, as one of the world's best-selling and most influential musicians and artists, an accomplished actor, a recognised philanthropist and LGBT rights and mental health awareness activist, she knows a thing or two about being a pioneer. 

Get what you love

Klarna believes that everyone should get what they love. They should also not have their decisions dictated by rules or outdated traditions.

In Get What You Love, the Swedish fintech and Lady Gaga unite to "shake up the system and empower people to do what they want, when they want to". In this vein, Klarna has partnered with fashion activist Bea Akerlund to challenge tradition with a limited edition ring collection. 

Specifically, the extravagant 'Knight Finger' ring was designed by Åkerlund to give the proverbial finger to the antiquated tradition that says Leap Day - which incidentally falls on 29 February this year - is the only day in four years that a woman should propose to her partner. It is, says Klarna, "the ultimate act of female empowerment", worn by Lady Gaga. 

In an exclusive comment for Klarna, the star said: "For my entire career, I’ve taken pride in using my voice to stand up for what I believe is right. So, I am excited to work with my friend B and Klarna to celebrate how far we’ve come as a culture and call out the work we need to continue to do. The idea that a woman can only propose to a man one day every four years is so completely ridiculous!

"Anyone who knows me knows that I believe any person of any gender identity should be able to express any act of love to anyone else on ANY day of ANY year. So, in an act of defiance of this outdated tradition, I decided to say yes to MYSELF! And wear this ring today with pride to remind myself and everyone that the only permission you need to love comes from within you."

Fearlessly love

Åkerlund said the ring, which is made of gold vermeil and features 246 rose pink and four crystal stones in pavé settings, was designed to "inspire us all to fearlessly love on our own terms". 

According to Klarna CMO, David Sandström, “Just like Lady Gaga, we at Klarna believe that if traditions go unchallenged, the status quo prevails. Why should we settle and conform to societal and industry expectations just because?

"The Knight’s Finger ring was created as a symbol to enable everyone to express love on their terms to whom they wish, just like our millions of shoppers can get what they love every day with Klarna.”

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• Read the latest edition of FinTech Magazine, here

For more information on all topics for FinTech, please take a look at the latest edition of FinTech magazine.

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