Welcome to the ABOUT YOU Re-Fashion Week 2021: Live-Produktion im Kraftwerk Berlin (FOTO)


Hamburg (ots)

  • AYFW 2021 as a live production with a circular approach
  • ABOUT YOU produces the 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 at AYFW 2021
  • Fashion fans can expect a unique brand experience
  • All fashion show films available only 36 hours after live production on Youtube and www.aboutyou-fashionweek.de

As part of Berlin Fashion Week, ABOUT YOU is once again presenting the “AYFW 2021 – ABOUT YOU Fashion Week” with a live production this year: From January 22nd to 24th, the fashion online shop in the Kraftwerk Berlin has the motto ” RE-THINK, RE-WEAR, RE-STYLE “produces a special show concept that makes a groundbreaking fashion statement.

In a rapidly changing time and society, something new is needed. ABOUT YOU, as a pioneer in the digital industry, recognized this long ago 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 would like to achieve the so-called “generation change”, which is dealing with a rethinking of the fashion industry and fashion culture. In addition, ABOUT YOU will reopen Fashion Week in 2021 for every fashion fan and provide a wide range of inspiration directly into your own home.

At the beginning and opening of this year’s AYFW, the ABOUT YOU show shows a new fashion culture that puts value and long-lasting quality before short-lived trends. Under the motto “© www.de24.news The  End of F ***** g Fashion”, a progressive new beginning is symbolized, which stands for circular fashion and a future-oriented approach to fashion. Together with Heidi Klum and Lena Gercke as special guests as well as numerous well-known influencers and artists such as Loredana, Riccardo Simonetti or Lorena Rae, ABOUT YOU takes the viewer on a journey of life. © www.de24.news The  message “© www.de24.news

 The  End of F ***** g Fashion” is an unmistakable message that should 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. © www.de24.news

 The  ABOUT YOU show is staged and directed by fashion choreographer Jay Revell; © www.de24.news

 The  35-minute fashion film is directed by the exceptional talent Vitali Gelwich.

© www.de24.news

 The  entire production was supported for the first time by a large-scale Tik Tok and Twitch campaign and played 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 were individually designed for each partner and reflect their identity. All fashion show films by AYFW partners adidas, Perwoll, sheego, Puma, MDLA by Bill Kaulitz, Lascana, Champion, Levi’s and LeGer are published on the ABOUT YOU Youtube Channel and www.aboutyou-fashionweek.de 36 hours after production. © www.de24.news

 The  concept of AYFW 2021 was implemented as a production under strict compliance with a comprehensive hygiene concept and without a spectator.

High-resolution images can be downloaded here.

Go to the ABOUT YOU show here.

You can find the trailer for the ABOUT YOU show here.


ABOUT YOU digitizes classic shopping trips and creates a personalized shopping experience on the smartphone. As the fashion online shop adapts to the individual style of each customer, a separate shop is created for all customers, which only shows relevant products and outfit suggestions. At ABOUT YOU, the focus is on the customer and is supported to express oneself individually through fashion. On aboutyou.com and in the multiple award-winning ABOUT YOU app, women and men between the ages of 18 and 49 will find a range of more than 350,000 items from over 2,000 brands in addition to diverse inspiration. With more than 27 million monthly active users, ABOUT YOU is one of the largest fashion and lifestyle platforms in Europe. © www.de24.news

 The  fashion online shop is currently represented in 19 European markets. With the ABOUT YOU CLOUD, the fashion tech company also offers its own e-commerce infrastructure as a licensed product. In the 2019/20 financial year, ABOUT YOU generated sales of 742 million euros, which corresponds to an annual transaction volume of more than 2.5 billion euros. With a company valuation of more than one billion US dollars, ABOUT YOU is considered the first unicorn from Hamburg.

ABOUT YOU GmbH was founded in 2014 as a subsidiary of the Otto Group and is now part of the group’s portfolio as a holding company. © www.de24.news

 The  management team includes the multiple founders and digital experts Tarek Müller (32, Marketing & Brands) and Sebastian Betz (30, Tech & Product) as well as the former Roland Berger strategist Hannes Wiese (38, Operations & Finance).

Inquiries & contact:

Press contact Ann-Christine Klesper | Corporate Communications
+49 (0)40 638 569 212

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ReFashion Week LiveProduktion imKraftwerk Berlin FOTO


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