21 jul. 2021
For the German company About You, internationalization is the order of the day, especially after its recent IPO. To build buzz, the Hamburg-based digital retailer decided to turn to social media star Kendall Jenner. The campaign surrounding the launch of this first collaboration ran simultaneously in 23 markets. Around 700 influencers were entrusted with the mission of stoking the desire for these garments that will only be available for 72 hours.
The collection is divided into two releases: the first, which includes eleven garments, will go on sale on July 25 at midnight. “Our goal is to create excitement in our community and make Kendall’s unique style accessible to all About You customers. The collection itself is very personal and consists of Kendall’s favorite garments,” explained Julian Jansen, Chief of About You content.
Kendall Jenner is one of the most attractive personalities in the world of fashion and About You chose her for her extremely high engagement rate on social media.
Each garment is numbered following a special code that commemorates Kendall Jenner’s birthday: 03/11 (November 3) The “Kendall for About You” collection will be available exclusively for 72 hours on the 23 European About You e-commerce platforms .
The collection includes contemporary staples like flowy tops and shirts, basic shorts and cropped jumpers, as well as more unexpected pieces like a bodycon dress and bikini.
“I love the basics. You can mix and match all the pieces in the collection,” explained Kendall Jenner. In terms of colors, the collection focuses on basic tones such as beige, taupe, black and white, complemented by trendy colors such as camel and red, as well as soft green and ocher.
The garments are available in sizes 34 to 44, and from XS to XXL. The prices range between 39.90 and 79.90 euros.
The campaign was shot at his home in Los Angeles so he could show it in its natural environment and his dog Pyro was the special guest on the set. The photography was carried out by Zoey Grossman under the creative direction of Donald Schneider Studio.
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