German online retailer About You made a capsule collection inspired by KendallJenner's effortless style.
When Kendall Jenner posted a photo of herself in a yellow bikini on her Instagram account last week, the image yielded some 6 million likes and 17,000 comments.
“She is probably the biggest fashion icon and model there is right now,” enthused Donald Schneider, founder and creative director of Donald Schneider Studio in Berlin, who masterminded the collaboration and campaign for Hamburg-based About You, which operates e-stores in 23 European countries. “Our goal is to create a hype, a fear of missing out — so we are spending 70 percent of the media budget on the teaser phase and 30 percent on the launch phase,” said Julian Jansen, director of content at About You.
According to him, Jenner immediately embraced the project, which focused on her off-duty personal style and everyday pastimes. “From our first talks on, it was all about authenticity,” Schneider enthused. “We wanted to keep it all natural and real.”
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