The online fashion store ABOUT YOU presents its first collection with Kendall Jenner, one of the biggest and most famous celebrities and fashion icons in the world.
The collection includes a total of 11 models in different colors. These are Kendall’s favorite everyday pieces that reflect her personal style. “Kendall for ABOUT YOU” is available exclusively in the 23 About You stores in Europe, which is a first for the online fashion store.
With over 173 million Instagram followers, Kendall Jenner is one of the biggest and most famous models in the world and inspires her followers with her individual style. It is not only her individuality but also her authenticity that convinced About You to create a drop with Kendall and make her style available for shopping across Europe.
Each of the 11 pieces in “Kendall for ABOUT YOU” has a unique numerical code sewn into it. It includes 11/03 which is Kendall’s birthday. “Our goal with this campaign is to create excitement among digital natives and make Kendall’s unique style accessible to all About You customers. The drop itself has become very personal and is made up of Kendall’s favorite pieces,” says Julian Jansen, director of content at About You.
“I love the basics. You can combine all the pieces in the collection by pairing them with each other. And the pieces are numbered according to my birthday,” explains the model herself. The shoot took place in Kendall’s hometown of Los Angeles to show her in her usual, natural environment. The result is a very personal campaign that shows her as real and close as never before. Another first: Her dog Pyro, who participated in the shoot as a special guest. The campaign was photographed by internationally renowned Zoey Grossman. Creative direction was provided by Donald Schneider Studio.
The collection includes cool essentials with a touch of elegance, such as soft shirts and tops, basic shorts and cropped sweaters, but also very special pieces such as a tight dress or a bikini. In terms of colors, the styles focus on basic shades such as beige, taupe, black and white, complemented by trendy camel and red tones, as well as soft greens and ochres.
This summer launch “Kendall for ABOUT YOU” is the first of two planned launches. The 11 fashion pieces will be available in all ABOUT YOU European online stores in sizes 34 to 44 or XS-XXL and will cost between €39.90 and €79.90. A second launch is planned for Fall/Winter 2021.