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 may be huge 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 might be the most important vogue icon and mannequin there may be proper 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 international locations.
“Along with her 174 million followers, her persona and her vogue fashion, she is a singular inspiration for the youthful technology,” stated 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’ll know quickly sufficient, with Jenner set to announce the venture 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’s additionally a publication obtainable by way of sign-up at Aboutyouexclusives.com.
“Our aim is to create a hype, a concern of lacking out — so we’re spending 70 % of the media finances on the teaser part and 30 % on the launch part,” stated Julian Jansen, director of content material at About You.
Because it’s the retailer’s first digital-only marketing campaign, with a selected concentrate on Instagram, prime vogue influencers like Chiara Ferragni and Georgina Rodríguez are additionally concerned, he famous.
The primary 11 kinds touchdown later this month embody 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 really like fundamentals. You’ll be able to mix each piece within the drop as a combination and match,” in keeping with Jenner.
The gathering was impressed by Jenner’s private fashion and her favourite items of the second, in keeping with Schneider, who conscripted vogue marketing consultant Claudia Hofmann to collaborate with About You’s vogue workforce on the designs.
Every particular person piece is numbered and has a particular code that features Kendall’s birthday: 11/03.
Photographed by Zoey Grossman at a non-public 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 each inch the supermodel posing in a purple minidress in entrance of a Sixties muscle automotive.
In an interview, Schneider stated About You has massive ambitions, and the Jenner venture is designed to create “a strong worldwide massive bang.”
Based on him, Jenner instantly embraced the venture, which centered 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 needed to maintain all of it pure and actual.”
Over the two-day shoot, Schneider additionally quizzed Jenner casually on digital camera. “Right this moment it’s necessary to get folks’s voices however not scripted,” he stated. “That makes the shoot extra private, natural and actual.”
About You payments itself as considered one of Germany’s largest vogue retailers, with revenues in extra of 1.17 billion euros, and a mobile-first strategy to purchasing some 2,000 manufacturers, which embody 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 centered on easy-to-wear clothes and accessories, whereas its Edited model is extra trend-focused.
About You launched in Germany in 2014 and steadily branched out throughout Europe, including on-line shops in Spain, Sweden, Finland, Denmark, Bulgaria, Croatia, France, Eire, Lithuania, Latvia and Estonia over the previous 12 months.
“We purpose to construct one of the best digital vogue vacation spot for generations Y and Z,” Jansen stated, stressing About You’s emphasis on a customized purchasing expertise and unique merchandise. “That is what distinguishes us from different e-tailers. Kendall For about You is just the start. A second drop will comply with in November in addition to different unique drops with worldwide VIPs. “