Kayla Shyx | FIV | Magazine

G-Star Raw: Elevator Boys, Denim & Jeans – AYFW

Lisa-Marie — Thu, 29 Sep 2022 13:14:44 +0000

G-Star Raw / AYFW Milan 2022 – Denim and jeans play a big role for this fall / winter season, also with G-Star Raw x About You. For the first time, About You Fashion Week takes place in Milan and G-Star Raw is also there. As in some other shows you could meet the Elevator Boys, Millane Friesen or Kayla Shyx. All looks, outfits and videos from Milan can be found here: ABOUT YOU Fashion Week.

G-Star Raw at the AYFW in Milan

The brand feature of G-Star jeans can not be missing in any collection, including the new one presented at AYFW in Milan.

The show:

Here is the new collection on the catwalk in Milan.

The last day of AYFW started with #RethinkFashion by Perwoll.

G-Star Raw: Just the product

The Dutch jeans and fashion brand G-Star Raw was founded in Amsterdam in 1989 and is especially known for its jeans. But did you actually know what the “Raw” in the name of the brand stands for?! This is about the fact that the jeans remain as untreated as possible, so raw, as in “raw”. The raw, unwashed materials form the basis of each collection, which is why the correct name of the brand is G-Star Raw, even if it is rather known only as G-Star.

Front row and black carpet

Among others, content creator Millane Friesen and Bene Schulz and Julian Braun from the Elevator Boys attended the show in the front row.

photo: ABOUT YOU

Also on the Black Carpet Kayla Shyx.

photo: ABOUT YOU

Looks from the runway

photo: ABOUT YOU

ABOUT YOU Fashion Week Milan

Alongside Paris, London and New York, Fashion Week in Milan is the place to be when it comes to fashion and haute couture. Now there is a new player, About You with a first-class line-up and its own ABOUT YOU Fashion Week. In a few days it starts and we are there for you live, at all the shows. adidas by Stella McCartney, RÆRE by Lorena Rae, LENI KLUM x ABOUT YOU, the Guido Maria Kretschmer Collection and LeGer by Lena Gercke…. Milan, are you ready?

ABOUT YOU Fashion Week Milan

Leni Klum x About You: Fall / Winter Collection in Milan – AYFW

Lisa-Marie — Wed, 28 Sep 2022 14:57:01 +0000

Leni Klum x About You / AYFW Milan 2022 – Leni opened #AYFW and also presented her own collection. A collaboration with the blossoming model Leni Klum was something About You couldn’t pass up. Together with her they brought out a whole collection, which is now presented at AYFW 2022 in Milan. With them in the Front Row, the Elevator Boys, together with Heidi Klum and Dascha, in addition, many other GNTM Girls were invited and on the Black Carpet. Discover more looks, outfits and videos from Milan here: ABOUT YOU Fashion Week.

Leni Klum at the AYFW in Milan

For her own collection together with About You Leni Klum walks in her own fashion show.

Leni Klum x About You: Fall / Winter

Here you can see the show of Leni Klum at About You Fashion Week.

Vlog: Leni Klum x About You

Behind the scenes @ FIV YouTube.

How was it? Leni’s way to Milan

After 3 great shows at the AYFW by Lascana, Puma and Levi’s Leni Klum ends the evening, with her fall / winter collection Leni Klum x About You. Harpers Bazaar cover, own fashion collections, advertising campaigns, hardly any other daughter is currently so pushed as Leni Klum by Mama Heidi. Self-confidently Leni implements everything and that deserves respect as well! After her presentation in Berlin, it now continues in Milan. Mama Heidi Klum is also there, in the Front Row.

Leni Klum on the ladder of success

Leni Klum is the daughter of model Heidi Klum, who is now following in her mother’s footsteps. Her childhood spent the now 18 year old well protected outside the public, but this changed abruptly with her 16th birthday. Since then, her success has skyrocketed in no time, which is certainly also due to her lineage. At her young age, she was already on the cover of Vogue with her mother, opened the digital Berlin Fashion Week, had her first appearances on the catwalks of the fashion world and already got some big jobs.

Front row and black carpet

The Elevator Boys together with Heidi Klum and Dascha in the front row.

photo: ABOUT YOU

Heidi Klum together with GNTM Girls.

photo: ABOUT YOU

Kayla Shyx, Angelina and Aleandra Frerk together on the Black Carpet.

photo: ABOUT YOU

Also on the Black Carpet Millane Friesen.

photo: ABOUT YOU

Looks from the runway

Leni Klum in her own fashion show.

photo: ABOUT YOU

ABOUT YOU Fashion Week Milan

ABOUT YOU Fashion Week Milan

RÆRE by Lorena Rae: Victoria Secret model becomes designer – AYFW

Lisa-Marie — Wed, 28 Sep 2022 14:49:56 +0000

RÆRE by Lorena Rae / AYFW Milan 2022 – About You is known for collaborating with celebrities and presenting outfits or even entire collections together with them. This is also the case with model Lorena Rae. Find all looks, outfits and videos from Milan here: ABOUT YOU Fashion Week.

RÆRE at the AYFW in Milan

Lorena Rae can now be seen on the Milan catwalk with her own collection.

RÆRE Fashion Show: The autumn / winter outfits

Videos say more than a thousand words!

The next day the AYFW started with the show of Lascana.

Vlog: RÆRE by Lorena Rae

Behind the scenes @ FIV YouTube.

How was it? When a Victoria Secret model makes fashion

Then it can only be good! The day had a full program, now comes the highlight of Tuesday, Miss Lorena Rea. After Stella McCartney x Adidas, Hugo Boss and the “newcomer” 6PM, follows the show of the Victoria Secret catwalk angel Lorena Rae. The real highlight: who suddenly appears on the catwalk? Lorena!

Lorena Rae: Victoria’s Secret Angel

Lorena Rae is a German model who became famous for her appearance at the Victoria’s Secret Fashion Show in New York 2018. At the beginning of her modeling career she worked for German brands such as S.Oliver and Thomas Sabo, and also for Hugo Boss and Bijou Brigitte. To advance her modeling career, she moved to New York in 2017. Just 1 year later, she was finally hired as a runway model for Victoria*s Secret, which marked her breakthrough. After Heidi Klum, Toni Garn, Claudia Schiffer and Julia Stegner, she is the fifth German model that has walked for this internationally known show.

Celebrities in the front row

Millane, Angelina and Aleandra in the front row.

photo: ABOUT YOU

Also sitting up front is Kayla Shyx.

photo: ABOUT YOU

Looks from the runway

photo: ABOUT YOU

ABOUT YOU Fashion Week Milan

ABOUT YOU Fashion Week Milan

Adidas by Stella McCartney: African rhythms, patterns and colors – AYFW

Lisa-Marie — Wed, 28 Sep 2022 14:42:20 +0000

Adidas by Stella McCartney / AYFW Milan 2022 – The Adidas by Stella McCartney collection is presented at AYFW. Two great fashion brands meet, the result should not be missed. Who was allowed to be present at the fashion show experienced a great spectacle. All looks, outfits and videos from Milan can be found here: ABOUT YOU Fashion Week.

Adidas by Stella McCartney at AYFW in Milan

Right after the big opening show, Adidas by Stella McCartney was the first to show up on the catwalk in Milan.

How was it? Design inspired by the sunniest continent

The hall goes dark. The music falls silent. The magic moment of every fashion show. Just before that, a voice speaks:

Ladies and gentleman, the show is about to begin. Please take your seats.

The prelude, after the big About You opening in Milan, makes a real great of the fashion world, Miss Stella McCartney and one of the giants when it comes to sports fashion, Adidas. Both together design a rhythmic world of music, dance and colors. Matching the otherwise dreary everyday life in autumn and winter, Stella McCartney and Adidas take us into a world full of rhythm, patterns and colors.

How would Stella Adidas think? Now we know!

The show: sporty autumn / winter looks

Here you can see the fall / winter looks directly on the catwalk.

Right after the show, it was on with Hugo Boss x About You.

Vlog: adidas x Stella McCartney

Behind the scenes @ FIV YouTube.

Adidas: The three stripes

Adidas is an international German sporting goods manufacturer whose fame could not be greater. From clothing to cosmetics, it has it all. As a major supplier of famous athletes, sports teams and international sporting events, the brand became known. The company can be recognized by the three famous stripes or the logo with the three leaves, which is supposed to symbolize the Olympic spirit.

This is Stella McCartney

British designer Stella McCartney founded her eponymous fashion company in 2001, which today represents boutiques worldwide and sells high-priced clothing, shoes, handbags, accessories and perfumes in upscale retail. In the beginning, she specialized mainly in items for women, until a few years later men’s and children’s fashion became part of the company. Year after year Stella McCartney was awarded with awards and rightly so.

Front row and black carpet

Kayla Shyx sat front row at the Adidas by Stella McCartney show.

photo: ABOUT YOU

Xin Wang and Bao Chii Nuyen together on the Black Carpet.

photo: ABOUT YOU

Looks from the runway

photo: ABOUT YOU

ABOUT YOU Fashion Week Milan

ABOUT YOU Fashion Week Milan

About You: brand, celebrities and collaborations – retail for women & men fashion

Lisa-Marie — Sun, 04 Sep 2022 10:34:59 +0000

About You – About You is probably one of the fastest growing e-commerce companies in Europe. The company’s goal: to digitize traditional shopping and create a personal shopping experience on the smartphone or laptop. The customer has the opportunity to choose from over 1,000 brands and be infected by the unique fashion. The label focuses strongly on personalization in order to create a close customer relationship. The store also manages to organize its own events, such as the About You Awards or the About You Fashion Week.

About You: The Brand

About You is a successful fashion company based in Hamburg, Germany. The label sells its fashion exclusively in the online store, but still manages to create a classic shopping experience like on the streets. Just a few years ago, clothes could only be shopped on the old-fashioned streets or shopping malls. About You’s vision was to create the first online destination where you can discover fashion and be inspired by products that match your personal style.

The label wanted to produce the ordinary shopping trip to the Internet. The goal of About You Fashion Player number one in Europe to become. A motto “We are faster than the others”. They work quickly and, above all, efficiently within deadlines and prefer to implement ten small ideas quickly instead of spending a lot of time on a perfect one.

The most important summarized

Headquarters in Hamburg
Real shopping experience online
Inspiration for personal style
Goal: To become the number 1 fashion player in Europe
Fast, efficient work

https://www.pinterest.com/pin/512777107571502646/?nic_v3=1a1osHc68

The story of a billion dollar company

The online store About You has been active in Germany since May 5, 2014. The company was created as part of the Collins e-commerce project, which was launched by the Otto Group in 2013. The group invested a three-digit million amount for this, but as we know today, it paid off. In the next four years, About You already went online in some neighboring countries.

In 2016, the investment company SevenVentures and the corporate advisor German Media Pool took a minority stake in the company. After all, investors valued it at 320 million just 3 years after it was founded. Since 2017, however, the money has not only been flowing in through fashion. Because they now also offer their e-commerce infrastructure as a licensed product for other online retailers under the name SCAYLE. After the Danish Heartland A/S also acquired a 29% stake in the company, the value of About You rose to one billion. In the following years, the online store managed to go online and establish itself in countries all over Europe.

The most important summarized again

Active in Germany since 2014
Founded as part of the Collins e-commerce project
Investments in the three-digit million range
Rising valuations: now at around one billion
E-commerce infrastructure we sell as a licensed product

Individuality and style models

Through the individualization of the online store and the given style models, About You is able to inspire many people, which is the reason for its great success. The brand creates numerous style models with well-known stars, bloggers and influencers. In lookbooks, they present their favorite styles, almost like on Instagram. Items of clothing displayed there link to the corresponding item in the online store. As already mentioned, the fashion label relies heavily on individualization. The store logo transforms into a personal logo, such as “About Lena” or “About Tim,” as soon as the user logs in. At About You, every user can store styling preferences, as well as follow brands, friends and influencers. This makes it possible for About You to customize the feed.

https://www.pinterest.de/pin/512777107585988447/?nic_v3=1a1osHc68

LeGer by Lena Gercke

An example of the style role model is represented by Lena Gercke. Lena Gercke, a true multi-talent. She not only cuts a fine figure as a presenter and model, but is also a top star in the sky as a designer. In cooperation with About You, she designs dreamlike pieces that are one thing above all: Timeless!

Celebrity Collaborations: Lookbook or collection

In order to offer customers a large portfolio of style role models, About You handles numerous collaborations with celebrities from various fields, so that everyone can find their personal role model.

Smiles: Collection with Cro

In December 2021 About You launched the first collection with Cro, one of the biggest and most famous artists in Germany. A unisex collection was launched and the central element of the collection is a design element created by Cro himself. All pieces and styles create their own Cro world and have the potential to become real collectibles.

Millane x About You: The first collections

Together with one of Germany’s most successful fashion influencers, Millane, About You created her own collection, which especially brought great joy to her followers. With her attention to detail and casual style, Millane inspires more than 1 million followers on TikTok or even Instagram every day and stands out with her positivity. Now you don’t have to look far to find clothes as cool as Millane’s. You just go to About You and now you can find it in her own collection.

https://www.pinterest.de/pin/512777107629603084/?nic_v3=1a1osHc68

Nike x Stefanie Giesinger

Under the motto “Back to Fitness,” Nike ‘s creative campaign motivates the target group of young women in digital channels to make sport a daily habit. It aims to show women new ways to keep rising to challenges, become more active, and integrate sports as a fixed part of everyday life. Through a new format, women can go through a digital workout together with Stefanie Giesinger and Nike trainer Nada Ivanovic. Among other things, there was also one of 15 private training places to be won. The campaign focuses entirely on the theme of empowerment and is thus intended to inspire and motivate the entire community to be more active in sports. With the combination of a strong, value-driven storyline and a media plan for digital formats, About You is once again positioning itself as a full service in its collaboration with Nike.

Shyx: Kayla Shyx exclusively for About You

With Kayla Shyx, also an influencer on YouTue, TikTok and Instagram, About You enchants customers and her followers. With the collections Kayla reflects her typical grungy Y2K style, which is characterized by feminine cuts and elaborate prints. She also got to showcase herself and her collection at an About You Fashion Week. You can watch the Shyx Fashion Show again here.

About You Fashion Week

About You now also organizes its own Fashion Week, with which they were already in Berlin in 2022 and in Milan for the first time. Fashion shows of various well-known brands or collaborations take place at AYFW. For example, LeGer by Lena Gercke, Leni Klum x About You or Adidas by Stella McCartney.

Here you can watch the About You Opening Show from Milan.

All info about the AYFW and more videos, as well as impressions you can find here:

About You Fashion Week

Q&A: The three final questions

What’s so special about About You?

At the fashion company About You, the name says it all: with personalized shopping experiences and a selection of over 1,000 brands in the store, the virtual shopping spree is designed entirely according to the customer’s preferences and wishes.

Who is behind About You?

About You was founded in 2014 as a subsidiary of the Otto Group, which is one of the world’s largest online retailers with online sales of 8.1 billion euros, and is now part of the group’s portfolio, which remains the largest shareholder.

How does About You make money?

About You earns money not only from fashion, but also from the sale of its store technology. In November 2021, About You Holding had bundled the store technology into a new brand: Scayle.