ABOUT YOU FASHION WEEK – WHO ARE YOU?

• ABOUT YOU Fashion Week Autumn/ Winter 21: from September 11 to 15, 2021
• ABOUT YOU Show as well as 12 further Brand Shows at Kraftwerk Berlin
• Unique staging of the ABOUT YOU show with the message 'Freedom of Identity'.
• Individually conceived brand shows for LENI KLUM x ABOUT YOU, a lot less by Lena Meyer-Landrut, LeGer by Lena Gercke, HOERMANSEDER x ABOUT YOU and Guido Maria Kretschmer, among others
• Additional highlights of the AYFW: a concept store, live shopping, an experience area for invited guests and an innovative TikTok set
• All fashion show films will be available for fans and followers on Youtube and ayfw.de a few days later.

As part of Berlin Fashion Week, the ABOUT YOU FASHION WEEK will take place for the third time: From September 11 to 15, ABOUT YOU will once again bring renowned premium and high-street brands to Kraftwerk Berlin and transport the important message 'Freedom of Identity' with the motto 'WHO ARE YOU?'. In addition to a spectacular ABOUT YOU show to kick off the AYFW, 12 other brands will present their new collections and the trends for the Autumn/Winter season 21.

It's ABOUT YOU! The fashion online store will once again focus on the claim to promote personal freedom, individual style and tolerance during the ABOUT YOU Fashion Week. The question 'WHO ARE YOU?' is about more than style, but also how it is expressed: free from any conventions. ABOUT YOU wants to break with classic role models and celebrates the freedom to show and dress the way you feel: 'Freedom of Identity'.

The ABOUT YOU show as the grand opening on Saturday evening is dedicated to exactly this important message with a unique staging and the goal of breaking down outdated principles and together redefining the fashion culture of tomorrow. Well-known national as well as international invited guests, press representatives, friends and family of ABOUT YOU will follow the show on site. As in January, both the ABOUT YOU show and the 12 other brand shows will be produced live and published just a few days later on Youtube and ayfw.de. Thus, ABOUT YOU once again opens the AYFW to all fashion fans and delivers with the shows diverse inspiration into their own homes. For the spectacular staging of the ABOUT YOU show, the fashion online store was able to win one of the world's leading fashion show production agencies: Villa Eugénie has already implemented shows for premium brands such as Chanel, DIOR and Burberry.

A special highlight of the AYFW will be the show of Heidi Klum's daughter and model Leni Klum, who will present her first, exclusive Capsule Collection for ABOUT YOU. In addition to Leni Klum, Lena Gercke with her brand LeGer and Lena Meyer-Landrut with her brand a lot less by Lena Meyer-Landrut will be represented with their own show. In addition, ABOUT YOU is pleased to welcome Guido Maria Kretschmer for the first time at AYFW. Another premiere will be the show of HOERMANSEDER, the new ready-to-wear brand by designer Marina Hoermanseder, with whom ABOUT YOU has developed an exclusive Capsule Collection that will be available on aboutyou.de directly after the show. Completing the show calendar will be premium and high-street brands Tom Tailor, Lascana, Levi's, Adidas, Esprit and Jack & Jones, whose brand DNA is reflected in the individual show concepts.

The entire production will be played out through a broad social media campaign. In addition to the extension via Facebook, Instagram and Youtube, an elaborate and interactive TikTok set will be provided for the ABOUT YOU show, which will be played by renowned TikTokers. On site, in addition to the special show experience, a specially built concept store in the power plant and an experience area invite the invited guests to discover. For all fashion fans at home, there will also be an exclusive live shopping offer.

The concept of AYFW 2021 will be implemented as a live production in strict compliance with a comprehensive hygiene concept and the applicable regulations.