From September 11th to 15th, the third ABOUT YOU FASHION WEEK took place as a live production at Kraftwerk Berlin under the motto 'WHO ARE YOU?'. The spectacular ABOUT YOU show, conceived by the world-renowned production agency Villa Eugénie and setting new standards, marked the opening and climax of the AYFW. Over the following days, 12 additional brands and personalities presented their new collections and trends for the FW21 season in individually designed shows. Particular highlights included the shows by Guido Maria Kretschmer, LeGer by Lena Gercke, Leni Klum x ABOUT YOU, Hoermanseder x ABOUT YOU, and a lot less by Lena Meyer-Landrut.
Well-known national and international VIPs such as Will.i.am, Bill Kaulitz, Karolina Kurková, Kevin-Prince Boateng, Eva Padberg, Berlin's Mayor Michael Müller, Lena Gercke, Leni Klum, Lena Meyer-Landrut, Luka Sabbat, Lorena Rae, Loredana, Guido Maria Kretschmer, Nikeata Thompson, Ufo361, Noah Becker, and Elena Carrière attended the shows on-site. Guests included content creators such as Xenia Adonts, Lisa-Marie Schiffner, Faye Montana, the Elevator Boys, Riccardo Simonetti, Kayla Shyx, and many more, who brought their social media community with them to the AYFW.
The innovative fashion event concept was transformed into a 360-degree experience for invited guests through a concept store specially built for the AYFW, an experience area, a Tiktok set and an interactive live shopping format.
