German fashion online retailer, About You, is making its presence known at Milan Fashion Week by organizing 17 fashion shows over a five-day period. This “open to the public” fashion week concept has been previously tested in Berlin and is now being brought to Milan. With an expected attendance of over 8,000 people, the audience will consist of a mix of VIP guests, influencers, and fashion lovers, creating a vibrant and festival-like atmosphere.
To create the AYFW Village in Milan’s Zona Farini, About You has partnered with creative agency Villa Eugénie. Spanning over 15,000 square meters, the AYFW Village includes a visually striking centerpiece – a 20-meter-high tower made up of screens arranged in a circle. This unique setting sets the stage for an immersive experience that combines fashion, art, and music. About You, along with its brands and partner labels, will offer various experiences to visitors throughout the event.
The highlight of the week will be the About You fashion show, which will kick off the event. Following that, presentations from renowned brands such as G-Star, Adidas by Stella McCartney, Hugo, and Puma, as well as About You’s own brands, will take place. According to Julian Jansen, the content director, the goal of About You Fashion Week in Milan is to go beyond traditional runway events and create an inclusive and entertaining show that captivates a wider audience.
The concept of About You Fashion Week was born from the desire to democratize fashion week events and make them more accessible to a broader range of people. By creating a balance between VIP guests, influencers, and everyday individuals, the organizers aim to foster a unique and energetic atmosphere. The decision to bring About You Fashion Week to Milan was fueled by the company’s desire to expand internationally and have a presence in one of the world’s major fashion capitals. Italy, in particular, is seen as a key market for About You’s growth.
While the event is about showcasing fashion, it also aims to strengthen the link between the activation and the business behind it on the website. About You strategically aligns sales periods with events like About You Fashion Week, leading to increased conversion rates. Influencer and social media activity play a crucial role in attracting customers and driving sales. Although the fashion shows will not be live-streamed on the website, influencers will be sharing their experiences in real-time, creating a sense of FOMO and generating interest in the event.
About You is also exploring the concept of live shopping, where celebrities and influencers showcase their pieces presented in fashion shows or the best of their collections. The collaboration with VIPs to develop private labels has been a rapidly growing segment of About You’s business. These collaborations allow About You to offer unique collections with international celebrities, contributing to the overall success of the brand.
In terms of business impact, About You Fashion Week aims to introduce the brand to the Italian market and increase its international visibility. The event provides an opportunity to share About You’s brand identity with Italians and reach a wider audience. Despite potential concerns about competing with luxury houses during the event, About You sees itself as filling a unique role by bringing fashion week to normal people who want to have fun.
Looking ahead, About You plans to expand the concept of About You Fashion Week to new destinations, potentially including Paris, New York, or other target markets. While the budget for the event is substantial, it is offset by the financial support of the brands involved and the players in the AYFW Village.
Ultimately, About You Fashion Week is not just about showcasing fashion but creating an immersive and entertaining experience that leaves a lasting impact on attendees.
Useful Links:
– About You Official Website
– Milan Fashion Week Official Website
