Queens don’t take orders — they place them, and wherever they please, according to Klarna, the Swedish global payment provider that today revealed the launch of a proprietary app to service shoppers everywhere.

In launching the app, Klarna is now the only alternative payment provider to hand U.S. consumers the convenience of installment payments, unrestricted to merchant. The launch of the app coincides with RuPaul’s DragCon on Saturday in Los Angeles, which Klarna’s “Shop Like a Queen” campaign complements.

Convenience is not just nice, it’s necessary, especially for the majority of Millennials (or 67 percent) who do not own credit cards. “The demand for personalized shopping and ease of transactions are no longer trends in retail — they are now requirements,” Michael Rouse, Klarna’s chief commercial officer, said in a statement. The app follows Klarna’s moves to streamline the “digital shopping experience, from product searches to point of sale.” Citing alignment between the L.A. event and Klarna’s interest in consumer self-empowerment, Rouse said it was a “perfect fit to launch” the campaign.

Shoppers can use Klarna’s new app to pay later for their purchases, in four equal installments with zero interest and fees — across all merchants, wherein competitors typically negotiate such services for only in-network merchants. In partnering with RuPaul’s DragCon, drag queen community icons such as Aquaria, Asia O’Hara, Kim Chi, Naomi Smalls and Violet Chachki will demonstrate the Klarna app’s ability “to shop and create fierce custom looks,” among other consumer benefits, according to David Sandstrom, chief marketing officer at Klarna.

Similar to Klarna’s push for inclusivity in its latest campaign, the Klarna app “will be inclusive of those that may not employ an alternative payment option and those that may have a competitor program,” building out features such as a cross-platform wish list, markdown notifications and an editorialized lens for consuming fashion, beauty and lifestyle content.

In strides to become the choice for fashion retailers and brands, Klarna counts the likes of Adidas, Sephora, Asos, Nike, H&M, Ikea and Daniel Wellington in its 130,000-strong merchant portfolio. As for what’s to come, Klarna’s campaign continues throughout June, hosting the drag queens again on June 28 at the New York City Pride show to reveal their custom looks, which will be live-streamed on the app, with more consumer engagement opportunities on the agenda.


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