When Kendall Jenner posted a photo of herself in a yellow bikini on her Instagram account last week, the image generated about 6 million likes and 17,000 comments.
Suffice it to say that there is a huge interest in whatever Jenner wears, which is why German fashion retailer About You chose the American model for an exclusive capsule collection for the summer that includes that very tiny and tiny style of bathing.
The range drops to midnight CET on July 25 for only 72 hours. A second collection is planned for fall 2021.
“She’s probably the biggest fashion icon and model out there right now,” enthused Donald Schneider, founder and creative director of Donald Schneider Studio in Berlin, who designed the collaboration and campaign for Hamburg-based About You, which operates e-stores in 23 European countries.
“With her 174 million followers, her personality and her fashion style, she’s a unique inspiration to the younger generation,” Schneider said, noting that many people tried to get that yellow bikini, though Jenner didn’t mention it was part of the Kendall for About You collection.
They’ll know very soon, with Jenner ready to announce the project on her social channels, and About You will follow with a countdown campaign with videos and photos, all starring the popular model. A newsletter is also available by registering on Aboutyouexclusives.com.
“Our goal is to generate enthusiasm, the fear of missing something, so we spend 70 percent of the media budget in the advancement phase and 30 percent in the launch phase,” said Julian Jansen, chief content officer at About You.
Since it’s the retailer’s first exclusively digital campaign, with a particular focus on Instagram, major fashion influencers like Chiara Ferragni and Georgina Rodriguez are also involved, she said.
The first 11 styles that will land later this month include blouses and short jackets, tailor’s pants, knitted motorcyclist shorts and short tanks, a sweatshirt, t-shirt and minidress, priced from 39.90 euros to 79.90 euros.
“I love the basics. You can combine each piece in the drop as a mixture and combination,” according to Jenner.
The collection was inspired by Jenner’s personal style and her favorite pieces of the moment, according to Schneider, who recruited fashion consultant Claudia Hofmann to collaborate with about you’s fashion team on the designs.
Each individual piece is numbered and has a special code that includes Kendall’s birthday: 11/03.
Photographed by Zoey Grossman in a private home in Beverly Hills, California, the campaign shows a fresh-faced, smiling Jenner hanging out by the pool, riding a bike and skateboard, as well as playing playground search with her adorable dog Pyro. She also sports every inch of the supermodel posing in a red minidress in front of a 1960s muscle car.
In an interview, Schneider said that About You has big ambitions and that the Jenner project is designed to create “a powerful international big bang.”
According to him, Jenner immediately embraced the project, which focused on her personal off-duty style and everyday hobbies. “From our first talks, everything was focused on authenticity,” Schneider enthused. “We wanted everything to be natural and real.”
During the two-day shoot, Schneider also questioned Jenner casually in front of the camera. “Nowadays it’s important to get people’s voices, but not a script,” he said. “That makes filming more personal, organic and real.”
About You presents itself as one of Germany’s largest fashion retailers, with revenues in excess of 1,170 million euros and a mobile-centric approach to buying some 2,000 brands, including brands such as Polo Ralph Lauren, Tommy Hilfiger, Lacoste, Levi’s, Nike and Vero Moda.
The internal brand About You is designed in Berlin and focuses on easy-to-use garments and accessories, while its Edited brand is more focused on trends.
About You was launched in Germany in 2014 and expanded gradually moved around Europe, adding online stores in Spain, Sweden, Finland, Denmark, Bulgaria, Croatia, France, Ireland, Lithuania, Latvia and Estonia over the past year.
“Our goal is to build the best digital fashion destination for generations Y and Z,” Jansen said, emphasizing About You’s emphasis on a personalized shopping experience and exclusive products. “This is what sets us apart from other e-retailers. Kendall For about You is just the beginning. A second release will follow in November, as well as other exclusive releases with international VIPs.