Maybe you can still remember how not so long ago, large mail-order companies used to send glossy catalogs with hundreds of pages to their customers. In Germany, the most popular among these companies was OTTO. However, because of Amazon & Co., OTTO also had to rethink their customer service. As a result, in 2014, the company decided to concentrate its power on the online market. However, OTTO did not want to offer just another online shop, but a completely new shopping experience. Everything in it should revolve around the customer. This was the birth of ABOUT YOU. With the AYFW 2021, the company presented a brilliant show and extensive supporting program last weekend in Berlin. It was the highlight of the local Fashion Week.
ABOUT YOU
BRIEFLY INTRODUCED
ABOUT YOU is not a fashion brand but an online shop. The website and the award-winning app ensure a classic shopping spree, but digitally. The fashion online shop adapts to the individual style of each customer. This creates an individual shop for everyone. Besides, it only shows relevant products and style suggestions.
The range of over 2000 brands and 350,000 articles is aimed at an age group from 18 to 49 in currently 19 European countries.
AYFW 2021
THE ABOUT YOU FASHION WEEK
As part of the Berlin Fashion Week, the company presented the “AYFW 2021 – ABOUT YOU Fashion Week” show this year. The huge range of over 2000 brands and 350,000 articles is aimed at an age group from 18 to 49 in currently 19 European countries.
From January 22nd to 24th, the fashion online shop produced a special show concept under the motto “RE-THINK, RE-WEAR, RE-STYLE” in the Kraftwerk Berlin. Through the event, it was supposed to make a groundbreaking fashion statement.
In a rapidly changing time and society, something new is needed. ABOUT YOU recognized this long ago and offered the customer a unique concept of a Re-Fashion Week production that was much more than a runway show.
Above all, the fashion online shop wanted to reach the so-called “generation change”, which is dealing with a rethinking of the fashion industry and fashion culture.
Of course, the new styles should inspire all fashion fans who watched the show live from home.
THE END OF F*****G FASHION
As the opening of this year’s AYFW, the ABOUT YOU Fashion Week Show presented a new fashion culture that puts value and long-lasting quality before short-lived trends.
Under the motto “The End of F*****g Fashion”, a progressive new beginning was symbolized, which should stand for circular fashion and a future-oriented approach to fashion.
HEIDI KLUM & SPECIAL GUESTS
Heidi Klum, the most famous German face only after Angela Merkel, took part in the show as a special guest.
Next to her, the first winner of Klum’s show “Germany’s Next Top Model” Lena Gercke.
Other guests included influencers and artists such as Loredana and Lorena Rae.
THE ABOUT YOU FASHION WEEK SHOW
The message “The End of F ***** g Fashion” was an unmistakable message that should call for a rethink.
In four dramatic acts, ABOUT YOU presented a positive view of the future of the fashion industry, high-quality and durable clothing, conscious consumption, and circular fashion.
The ABOUT YOU show was staged and directed by fashion choreographer Jay Revell; Vitali Gelwich directed the 35-minute fashion film.
The entire production was supported for the first time by a broad-based Tik Tok and Twitch campaign and played on all digital channels such as Facebook, Instagram, and YouTube.
In addition to its own show, ABOUT YOU produced nine other brand shows that were individually tailored to the individual partners to reflect their individual identity.
All fashion show films from the AYFW partners Adidas, Perwoll, Sheego, Puma, MDLA by Bill Kaulitz, Lascana, Champion, Levi’s and LeGer are available on the ABOUT YOU Youtube Channel and www.aboutyou-fashionweek.de
DIGITAL – MORE THAN A temporary need?
Usually, around 600 guests attended the Fashion Week shows before Covid-19. This time the concept of AYFW 2021 followed the strict adherence to a comprehensive hygiene concept. Therefore, no spectators attended the show. But the video has already reached over a million viewers.
The idea and implementation of the ABOUT YOU FASHION WEEK were definitely praiseworthy. Nevertheless, we must note a small but fine point of criticism.
Good idea, with potential upwards
Because where were the “smaller”, young, highly interesting brands and designers? Many of them have been focusing on sustainability for over 10 years! With their visions and courage, they often inspire big brands. Besides, especially during the Covid-19 pandemic, they hardly attract any attention. Many will probably not survive this crisis.
If, however, strong market leaders like ABOUT YOU also take on these labels in the future, support them and offer them a platform to present themselves and their collections, then ABOUT YOU can also be about us all.
You can find more about the online shop and the many offers on the official website: aboutyou.com
Text: Marco Kokkot
Pictures: © Gisela Schober for ABOUT YOU
