When Kendall Jenner posted a photograph of herself in a yellow bikini on her Instagram account final week, the picture yielded some 6 million likes and 17,000 feedback.
Suffice it to say there’s monumental curiosity in no matter Jenner wears, which is why German vogue e-tailer About You tapped the American mannequin for an unique capsule assortment for summer season that features that very itsy-bitsy, teeny-weeny swimwear fashion.
The vary drops at midnight CET on July 25 for 72 hours solely. A second assortment is deliberate for fall 2021.
“She is probably the biggest fashion icon and model there is right now,” enthused Donald Schneider, founder and inventive director of Donald Schneider Studio in Berlin, who masterminded the collaboration and marketing campaign for Hamburg-based About You, which operates e-stores in 23 European nations.
“With her 174 million followers, her personality and her fashion style, she is a unique inspiration for the younger generation,” mentioned Schneider, noting that many individuals tried to supply that yellow bikini, though Jenner didn’t point out it was a part of the Kendall for About You assortment.
They will know quickly sufficient, with Jenner set to announce the mission on her social channels, with About You following up with a countdown marketing campaign that includes movies and images, all starring the favored mannequin. There can be a e-newsletter obtainable by way of sign-up at Aboutyouexclusives.com.
“Our goal is to create a hype, a fear of missing out — so we are spending 70 percent of the media budget on the teaser phase and 30 percent on the launch phase,” mentioned Julian Jansen, director of content material at About You.
Since it’s the retailer’s first digital-only marketing campaign, with a specific deal with Instagram, prime vogue influencers like Chiara Ferragni and Georgina Rodríguez are additionally concerned, he famous.
The first 11 kinds touchdown later this month embrace cropped blouses and jackets, tailor-made pants, knit biker shorts and cropped tanks, a sweatshirt, T-shirt and minidress, priced from 39.90 euros to 79.90 euros.
“I love basics. You can combine every piece in the drop as a mix and match,” in response to Jenner.
The assortment was impressed by Jenner’s private fashion and her favourite items of the second, in response to Schneider, who conscripted vogue marketing consultant Claudia Hofmann to collaborate with About You’s vogue workforce on the designs.
Each particular person piece is numbered and has a particular code that features Kendall’s birthday: 11/03.
Photographed by Zoey Grossman at a personal residence in Beverly Hills, Calif., the marketing campaign depicts a fresh-faced and smiling Jenner hanging out by the pool, driving a motorcycle and a skateboard, plus enjoying fetch within the yard together with her lovable pooch Pyro. She additionally appears to be like each inch the supermodel posing in a crimson minidress in entrance of a Sixties muscle automotive.
In an interview, Schneider mentioned About You has massive ambitions, and the Jenner mission is designed to create “a powerful international big bang.”
According to him, Jenner instantly embraced the mission, which targeted on her off-duty private fashion and on a regular basis pastimes. “From our first talks on, it was all about authenticity,” Schneider enthused. “We wanted to keep it all natural and real.”
Over the two-day shoot, Schneider additionally quizzed Jenner casually on digital camera. “Today it’s important to get people’s voices but not scripted,” he mentioned. “That makes the shoot more personal, organic and real.”
About You payments itself as one among Germany’s largest vogue retailers, with revenues in extra of 1.17 billion euros, and a mobile-first strategy to buying some 2,000 manufacturers, which embrace the likes of Polo Ralph Lauren, Tommy Hilfiger, Lacoste, Levi’s, Nike and Vero Moda.
The in-house About You model is designed in Berlin and targeted on easy-to-wear clothes and niknaks, whereas its Edited model is extra trend-focused.
About You launched in Germany in 2014 and step by step branched out throughout Europe, including on-line shops in Spain, Sweden, Finland, Denmark, Bulgaria, Croatia, France, Ireland, Lithuania, Latvia and Estonia over the previous yr.
“We aim to build the best digital fashion destination for generations Y and Z,” Jansen mentioned, stressing About You’s emphasis on a personalised buying expertise and unique merchandise. “This is what distinguishes us from different e-tailers. Kendall For about You is only the start. A second drop will observe in November in addition to different unique drops with worldwide VIPs. “
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