• ABOUT YOU held the first AYFW—ABOUT YOU Fashion Week from July 5 through 7, 2019, as part of Berlin Fashion Week. The innovative event concept offered consumers an exclusive insight into the fashion world for the first time and allowed them to experience fashion
• The three-day event included a spectacular opening show plus seven catwalk shows featuring major high-street brands such as Adidas, LASCANA, Dockers, SET, MDLA (by and with Bill Kaulitz), and LeGer by Lena Gercke
• The innovative program of events was rounded out by the ABOUT YOU concept store with its varied offering, which enabled visitors to experiment with style makeovers and order the catwalk looks online by scanning a QR code

The stunning opening show attracted numerous international superstars—including iconic model Karolína Kurková, musician Bill Kaulitz, model Jay Alvarrez, presenter Janin Ullmann, supermodel Coco Rocha, presenter Viviane Geppert, model and designer Lena Gercke, and drag queen Violet Chachki—and was a successful start to the AYFW. It was followed by seven impressive catwalk shows featuring popular high-street fashion brands such as Adidas, LASCANA, MDLA (by and with Bill Kaulitz), Dockers, SET, ABOUT YOU, and the debut of LeGer by Lena Gercke, which attracted approximately 7,000 visitors and made the first AYFW—ABOUT YOU Fashion Week a huge success for the online fashion retailer.

“We are absolutely delighted with the fantastic response to this new event format. With the AYFW, we succeeded in creating a totally new platform which allows all fashion fans to experience big fashion shows and offers them the opportunity to become part of the exclusive fashion week world,” said Julian Jansen, Content Director at ABOUT YOU.

The launch of the first capsule collection by ABOUT YOU and top photographer Paul Ripke on Saturday evening attracted a host of celebrities. Earlier this year, Paul appeared in front of the camera as a judge in the “Style” category of the ABOUT YOU Awards. VIPs such as the actors Elyas M’Barek and Palina Rojinski and director Simon Verhoeven also flocked to the exclusive launch of the striking 24-piece ABOUT YOU x PARI menswear collection in the Skylounge of Berlin’s ewerk venue.

At the heart of the innovative event, the ABOUT YOU concept store complemented the AYFW’s varied program. It enabled visitors to try out new looks, experiment with style makeovers by some 20 top stylists, and order the catwalk outfits online by scanning a QR code. In line with the AYFW’s motto, “Exclusive for Everyone,” there was also a publicly accessible open-air arena in the grounds of Berlin’s ewerk, giving followers of fashion without a ticket a chance to immerse themselves in the fashion week world as well. Visitors here could enjoy various talks curated by Dockers and the ABOUT YOU Pangea Festival team plus live streams from the red carpet and the catwalk shows. There was also live music by popular acts like Kelvyn Colt, Rola, Julianna, and Mashanda in the open-air arena throughout the weekend.