Kendall Jenner is the face of a new 72-hour capsule collection with the German retailer, About You. The campaign, launching July 25, features Jenner in an orange string bikini at a Beverly Hills mansion, showcasing her effortless style.
The collection, featuring 11 pieces, reflects Kendall’s love for basics. She encourages mix-and-match styling, with each item carrying a unique code, including her birthday, November 3. A second collection is planned for later this year.
About You’s marketing strategy emphasizes digital engagement, particularly Instagram. They aim to create buzz, allocating a significant portion of their media budget to teasing the collection, ensuring excitement for its limited-time availability.
Creative director Donald Schneider praised Jenner’s influence, calling her a fashion icon for the younger generation. Her 174 million followers, combined with her fashion sense and authenticity, make her the perfect ambassador for the collection.
