Last weekend, as part of Berlin Fashion Week, ABOUT YOU, the fashion online retailer presented the “AYFW 2021 – ABOUT YOU Fashion Week” live production, a special show concept under the motto “RE-THINK, RE-WEAR, RE-STYLE” making a groundbreaking fashion statement at Kraftwerk Berlin.
In a fast changing time and society, ABOUT YOU felt something new was needed. As a pioneer in the digital industry, the popular online retailer has long recognised this manifesting a unique concept of a Re-Fashion
Week production that is much more than a runway show.
Above all, the fashion online shop wants to reach the so-called “Generation Change” which is rethinking the fashion industry and fashion culture.
The motto “The End of Fg Fashion” symbolises a progressive new beginning that stands for circular fashion and a future-oriented approach to fashion. Together with Heidi Klum and Lena Gercke as special guests as well as several well-known influencers and artists such as Loredana, Riccardo Simonetti and Lorena Rae, ABOUT YOU takes viewers on a journey of a lifetime. The message “The End of Fg Fashion” is an unmistakable message to call for a rethink.
In four dramatic acts, ABOUT YOU presented a positive view of the future of the fashion industry, high-quality and durable clothing, conscious consumption and circular fashion.
The ABOUT YOU show was staged and directed by fashion choreographer Jay Revell and the 35-minute fashion film which is available for all customers and shoppers to watch is directed by the exceptional talent Vitali Gelwich.
The concept of AYFW 2021 was implemented as a production under strict adherence to a comprehensive hygiene concept and without an audience.