About You, one of the leading fashion and lifestyle e-commerce platforms offering over 3,500 international fashion brands, will launch “Welcome to the unexpected”, a special edition of the About You Fashion Week 2022 taking place within the same days of Milan Fashion Week, from September 20 to September 24.
The event will host 16 fashion shows of different brands and will take place in the AYFW Village, in an area purposely created in the Zona Farini of the city.
Among brands participating, there will be Hugo, Adidas by Stella McCartney, Leni Klum x About You, Raere di Lorena Rae, LeGer by Lena Gercke, Guido Maria Kretschmer Collection, A Lot Less by Lena Meyer-Landrut, Hoermanseder x About You, 6PM and many others.
"With our internationally oriented About You Fashion Week, we not only try to position ourselves in the landscape of other major international fashion weeks, but also stand out as The Fashion Week for Generation Z, developing a unique concept. Our intention is to combine fashion with entertainment and this attitude will be reflected in our About You Fashion Show and in the fashion shows of the various brands," said Julian Jansen, content director, About You.
Although Milan has already been the setting for the About You Awards in May 2022, the September edition aims to take a step forward and set up a holistic concept by creating a temporary venue in Zona Farini, in an empty and unused in the center of Milan,through which they aim to recreate a parallel highly striking fashion world.
Parallel to the fashion shows, the AYFW Village, built for five days and hosting the different fashion shows, they will also offer an innovative set-up for additional activities echoing the platform’s own “fashionentertainment” character and make AYFW both an on-site and virtual experience. The village will actually also host a concept store, various social sets, live shopping formats and much more.
Also opening AYFW this year will be the ABOUT YOU Fashion Show, which will welcome numerous international VIPs, artists and creatives.
In addition to the live shopping formats, AYFW will be fully accompanied by a social media campaign on a large scale. Like last year, for both the About You Fashion Show and the runway shows of the 16 brands, fashion shows will then be posted on YouTube e aboutyou-fashionweek.de.