On 25 July 2021, the fashion online shop ABOUT YOU presents its first international capsule collection with Kendall Jenner, one of the biggest and most famous celebrities and fashion icons worldwide. The collection comprises a total of 11 designs in different colourways, consisting of Kendall's everyday favourite pieces that reflect her personal style. Each individual piece is numbered and has a special code that includes Kendall's birthday: 11/03. "Kendall for ABOUT YOU" is available exclusively for 72 hours in all 23 ABOUT YOU shops across Europe. This is a premiere for the fashion online shop, as this is the first international capsule collection.
With 171+ 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 was not only her individuality but also her authenticity that convinced ABOUT YOU to create a capsule collection with Kendall and make her style available to shop across Europe. With "Kendall for ABOUT YOU", the fashion online shop launches its first collection, which is available simultaneously in all 23 European ABOUT YOU markets. The special highlight: the collection is exclusively limited to 72 hours, starting on Sunday 25 July at 00:00 (CET). From 15 July ABOUT YOU customers and Kendall fans will have exclusive access to the sneak peak of the styles via aboutyouexclusives.com and will be able to sign up for a newsletter to catch up all the updates. A second drop is planned for autumn/winter 2021.
The 11 pieces of "Kendall for ABOUT YOU" are not only especially limited, but also have a very special artwork (11/03). Each item is numbered with a unique code and ends with Kendall's birthday, 3 November. "Our goal with this campaign is to create hype among digital natives and make Kendall's unique style accessible to all ABOUT YOU customers. The collection itself has become very personal and is made up of Kendall's favourite pieces," explains Julian Jansen, Content Director at ABOUT YOU.
"I love basics. You can combine every piece in the collection as a mix and match. And the pieces are numbered according to my birthday," says the model herself. The shoot took place in Kendall's hometown of Los Angeles to show her in her usual and natural environment. The result is a very personal campaign that shows her as real and close as never before. Another premiere: Her dog Pyro, who was part of the shoot as a special guest. The campaign was photographed by the internationally renowned Zoey Grossman. Creative direction by Donald Schneider Studio.
The collection includes cool essentials with an elevated touch like soft shirts and tops, basic shorts and cropped jumpers, but also very special pieces like a slip dress or a bikini. In terms of colour, the styles focus on basic shades such as beige, taupe, black and white and are rounded off with trendy camel and red as well as soft green and ochre.
The summer capsule "Kendall for ABOUT YOU" is the first of two planned capsule collections. The 11 collection pieces will be available from Sunday 25 July 2021 in all European online shops of ABOUT YOU in sizes 34 to 44 or XS-XXL and cost between 39.90€ and 79.90€.