About You launches collection with Kendall Jenner
Online fashion shop About You is set to launch its first international capsule collection with celebrity and fashion icon Kendall Jenner, on Sunday.
Available exclusively for 72 hours in all 23 About You shops across Europe, the collection features 11 designs in different colourways, inspired by Kendall's everyday favourite pieces that reflect her personal style.
The collection includes cool essentials with an elevated touch such as soft shirts and tops, basic shorts and cropped jumpers, as well as event items like a slip dress and a bikini. The styles are offered in 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. Finally, each individual piece is numbered and has a special artwork that includes Kendall's birthday: 11/03.
The launch will be accompanied by a campaign, shot in Kendall's hometown of Los Angeles to show her in her usual and natural environment. The result is a personal campaign that shows her up close, as well as with a special guest — her dog Pyro. The campaign was photographed by the internationally renowned Zoey Grossman with creative direction by Donald Schneider Studio.
The summer capsule — 'Kendall for About You' — is the first of two planned capsule collections, with the second set to drop this fall
"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," said 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," added Kendall.
With more than 30 million unique monthly active users, About You is one of the largest fashion and lifestyle platforms in Europe. It is currently active in 23 European markets, and offers a range of more than 400,000 items from over 2,000 brands.
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