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Welcome to the ABOUT YOU Re-Fashion Week 2021: Live production at Kraftwerk Berlin

  • AYFW 2021 as a live production with a circular approach
  • ABOUT YOU produces spectacular ABOUT YOU show as well as nine innovative brand shows of well-known high-street brands at Kraftwerk Berlin
  • Heidi Klum and Lena Gercke as special guests of AYFW 2021
  • Fashion fans can expect a unique brand experience

As part of Berlin Fashion Week, ABOUT YOU is once again presenting the “AYFW 2021 – ABOUT YOU Fashion Week” with a live production: from 22nd to 24th January the fashion online shop has produced a special show concept under the motto “RE-THINK, RE-WEAR, RE-STYLE” making a groundbreaking fashion statement at Kraftwerk Berlin.  

In a fast changing time and society, something new is needed. As a pioneer in the digital industry, ABOUT YOU has long recognised this and offers consumers a unique concept of a Re-Fashion Week production that is much more than a runway show. Above all, the fashion online shop wants to reach the so-called “Generation Change” which is rethinking the fashion industry and fashion culture. In addition, ABOUT YOU will once again open the Fashion Week in 2021 to every fashion fan and deliver diverse inspiration directly to their own homes.

To kick off and open this year’s AYFW, the ABOUT YOU show will present a new fashion culture that puts value and long-lasting quality before short-lived trends. The motto “The End of F*****g Fashion” symbolises a progressive new beginning that stands for circular fashion and a future-oriented approach to fashion. Together with Heidi Klum and Lena Gercke as special guests as well as several well-known influencers and artists such as Loredana, Riccardo Simonetti and Lorena Rae, ABOUT YOU takes viewers on a journey of a lifetime. The message “The End of F*****g Fashion” is an unmistakable message to call for a rethink. In four dramatic acts, ABOUT YOU presents a positive view of the future of the fashion industry, high-quality and durable clothing, conscious consumption and circular fashion. The ABOUT YOU show is staged and directed by fashion choreographer Jay Revell and the 35-minute fashion film is directed by the exceptional talent Vitali Gelwich. 

The entire production was supported for the first time by an extensive Tik Tok and and Twitch campaign and played out on all digital channels such as Facebook, Instagram and YouTube.

In addition to the ABOUT YOU show, ABOUT YOU produces nine other brand shows that are individually designed for each partner and reflect their identity. All fashion show films of the AYFW partners adidas, Perwoll, sheego, Puma, MDLA by Bill Kaulitz, Lascana, Champion, Levi’s and LeGer will be published on the ABOUT YOU YouTube Channel and 36 hours after production. The concept of AYFW 2021 was implemented as a production under strict adherence to a comprehensive hygiene concept and without an audience.

High-resolution footage can be downloaded here

Click here for the ABOUT YOU show.

Click here for the ABOUT YOU show trailer.

Press Contact

  • Ann-Christine Klesper

    Teamlead Corporate Communications

    +49 40 638 569 212
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