• ABOUT YOU Fashion Week Autumn/Winter 21: from September 11 to 15, 2021
• ABOUT YOU Show as well as 12 further brand shows at Kraftwerk Berlin
• Unique staging of the ABOUT YOU Show with the message ‘Freedom of Identity’
• Individually designed brand shows for Leni Klum x ABOUT YOU, a lot less by Lena Meyer-Landrut, LeGer by Lena Gercke, HOERMANSEDER x ABOUT YOU and Guido Maria Kretschmer
• Additional highlights of the AYFW: a concept store, live shopping, an experience area for invited guests and an innovative Tik Tok set
• All fashion show highlights for followers and fans on YouTube and ayfw.de afterwards

As part of Berlin Fashion Week, the ABOUT YOU Fashion Week will take place for the third time: From September 11 to 15, ABOUT YOU will once again bring renowned premium and high street brands to the Kraftwerk Berlin and transport the important message ‘Freedom of Identity’ with the motto ‘WHO ARE YOU?’. In addition to a spectacular ABOUT YOU show to kick off the AYFW, 12 other brands will present their new collections and trends for the Autumn/Winter 21 season.

It’s ABOUT YOU! During the ABOUT YOU Fashion Week, the fashion online shop aims to promote personal freedom, individual style and tolerance. The question ‘WHO ARE YOU?’ is about more than style, but also how it gets expressed: free of any conventions, gender norms, judgements or stereotypes. ABOUT YOU strives to break with classic role models and celebrates the freedom of showing and dressing the way you feel: ‘Freedom of Identity’.

As the grand opening on Saturday evening, the ABOUT YOU show is dedicated to this important message, and with its unique staging pursues the goal of overcoming outdated principles and redefining the fashion culture of tomorrow together. Well-known national as well as international invited guests, press representatives, friends and family of ABOUT YOU will follow the show on site. As in January, both the ABOUT YOU show and the 12 brand shows will be produced live and published on YouTube and ayfw.de afterwards.

Thereby, ABOUT YOU opens the AYFW to all fashion fans and brings a multitude of inspiration into their homes. For the spectacular staging of the ABOUT YOU show, the fashion online shop was able to win one of the world’s leading fashion show production agencies: Villa Eugénie has already implemented shows for premium brands such as Chanel, DIOR and Burberry.

A special highlight of the AYFW will be the show of Heidi Klum’s daughter and model Leni Klum, who will present her first, exclusive Capsule Collection for ABOUT YOU. In addition to Leni Klum, Lena Gercke with her brand LeGer and Lena Meyer-Landrut with her brand a lot less by Lena Meyer-Landrut will also be represented with their own show. In addition, ABOUT YOU is pleased to welcome Guido Maria Kretschmer for the first time at the AYFW. Another premiere will be the show of HOERMANSEDER, the new ready-to-wear brand by designer Marina Hoermanseder, with whom ABOUT YOU has developed an exclusive Capsule Collection that will be available on aboutyou.de directly after the show. Premium and high street brands Tom Tailor, Lascana, Levi’s, Adidas, Esprit and Jack & Jones, whose brand DNA is reflected in the individual show concepts, will complete the show calendar.

The entire production will be played out through a broad social media campaign. In addition to the extension via Facebook, Instagram and YouTube, an elaborate and interactive TikTok set will be provided for the ABOUT YOU show, which will be operated by renowned TikTokers. On site, in addition to the special show experience, a special concept store will be set-up at Kraftwerk Berlin as well as an experience area to welcome the invited guests. For all fashion fans at home, there will also be an exclusive live shopping offer.

The concept of AYFW 2021 will be implemented as a live production in strict compliance with a comprehensive hygiene concept and applicable regulations.

ABOUT YOU

ABOUT YOU digitizes the classic shopping stroll by creating an inspiring and personalized shopping experience on the smartphone. At ABOUT YOU the focus is on the customers, who are supported in expressing themselves individually through fashion. On the website aboutyou.com and the multi-award-winning ABOUT YOU app, customers find versatile inspiration and a range of more than 400,000 items from over 2,000 brands. With more than 30 million unique monthly active users, ABOUT YOU is one of the largest fashion and lifestyle platforms in Europe. It is currently active in 23 European markets. With the ABOUT YOU Commerce Suite, the fashion tech company also offers its own e-commerce infrastructure as a licensed product.