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About You: what brand is launching its own Fashion Week?

Welcome to the unexpected”. This is the motto with which About You chose to claim its reference title during the milanese fashion week. And for good reason, September 20 to 24, 2022the German online fashion retailer (which carries over 1,000 brands including its own) has electrified the modosphere by forging strong ties with industry giants.

About You launches its own Fashion Week in Milan

sports equipment manufacturers Puma and Adidaswho for her part signed a collaboration with the English designer Stella McCartneyan electric presentation with sportswear accents operated by Hugoor even a capsule collection stamped Leni Klum: the 18-year-old star model and not so incidentally, Heidi’s daughter… The About You Fashion Week was one of the most prominent events this season in the Italian economic capital.

About You Fashion Week: the star event of the stars

While it began with a huge evening conceived as a life-size music festival, with food trucks, fashion, beauty and photo pop-ups, the week organized by About You brought together all the ingredients to mark the spirits. Aware of the strong media impact that AYFW was going to encounter, the Germanic brand founded in 2014, invited a whole audience of specialized fashion journalists, Instagrammers and TikTokeurs, including @itspierreboo and his companion @nickychampa who hosted the ‘event. A tailor-made duo for the GenZ target of the marketplace, who also had the opportunity to interview Heidi Klum. Came to support her daughter Leni, the angel of Victoria’s Secret was also present alongside other sparkling personalities.

The press, the stars and the influence

Thylane Blondeau the French elected “The most beautiful little girl in the world”, the Scandinavian Emili Sindlev, the top model Karolina Kurkova, Toni Garrn, ex-girlfriend of Leonardo DiCaprio, Tina Kunakey the wife of Vincent Cassel… All of them, cardboard invitation in hand, responded to the call launched by About You.

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Pieces already on sale

Based on the concept of “See now, by now”, the About You Fashion Week was an opportunity to discover the collections of fashion designers, and to be able to buy them directly online. In the program ? Inclusive parades, composed of silhouettes of men and women who merged on several occasions. From Brazilian supermodel Alessandra Ambrosio, to Leni Klum who got the ball rolling, to plus size model Paloma Elsesser… Fashion Week About You has done the world a world of good.

Find the collections presented at Fashion Week on the Aboutyou.fr website

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