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 style 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 model.
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 style 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 nations.
“Along with her 174 million followers, her character and her style model, she is a singular inspiration for the youthful technology,” mentioned Schneider, noting that many individuals tried to supply that yellow bikini, despite the fact that 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 challenge on her social channels, with About You following up with a countdown marketing campaign that includes movies and photographs, all starring the favored mannequin. There’s additionally a publication accessible through 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,” mentioned Julian Jansen, director of content material at About You.
Because it’s the retailer’s first digital-only marketing campaign, with a specific give attention to Instagram, prime style influencers like Chiara Ferragni and Georgina Rodríguez are additionally concerned, he famous.
The primary 11 kinds touchdown later this month embrace 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 possibly can mix every bit within the drop as a combination and match,” in response to Jenner.
The gathering was impressed by Jenner’s private model and her favourite items of the second, in response to Schneider, who conscripted style marketing consultant Claudia Hofmann to collaborate with About You’s style group 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 personal residence in Beverly Hills, Calif., the marketing campaign depicts a fresh-faced and smiling Jenner hanging out by the pool, driving a motorbike and a skateboard, plus enjoying fetch within the yard together with her cute pooch Pyro. She additionally seems to be each inch the supermodel posing in a purple minidress in entrance of a Sixties muscle automobile.
In an interview, Schneider mentioned About You has large ambitions, and the Jenner challenge is designed to create “a robust worldwide large bang.”
In line with him, Jenner instantly embraced the challenge, which targeted on her off-duty private model and on a regular basis pastimes. “From our first talks on, it was all about authenticity,” Schneider enthused. “We wished to maintain all of it pure and actual.”
Over the two-day shoot, Schneider additionally quizzed Jenner casually on digicam. “At the moment it’s essential to get individuals’s voices however not scripted,” he mentioned. “That makes the shoot extra private, natural and actual.”
About You payments itself as one in every of Germany’s largest style retailers, with revenues in extra of 1.17 billion euros, and a mobile-first method to buying some 2,000 manufacturers, which embrace 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 targeted on easy-to-wear clothes and niknaks, whereas its Edited model is extra trend-focused.
About You launched in Germany in 2014 and step by step 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 goal to construct the most effective digital style vacation spot for generations Y and Z,” Jansen mentioned, stressing About You’s emphasis on a customized buying expertise and unique merchandise. “That is what distinguishes us from different e-tailers. Kendall For about You is only the start. A second drop will observe in November in addition to different unique drops with worldwide VIPs. “
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