THE END OF F*****G FASHION
Concept and Design Direction
for ABOUT YOU.
The ABOUT YOU Fashion Week 2021 makes a groundbreaking fashion statement: it inspires a new fashion culture that puts value and long-lasting quality before short-lived trends. Under the motto "RETHINK, REWEAR, RESTYLE" it launches a progressive new beginning that stands for circular fashion and a future-oriented approach to fashion. Through the live production of the runway shows you will be part of the front row of the biggest fashion brands like adidas, Champion, Lascana, Levi's and many more. In addition, for the first time, the ABOUT YOU SHOW as part of the AYFW21.
The concept, created in wonderful teamwork, goes far beyond the boundaries of fashion. Because in this opening show we reflect back on the eternally recurring cycle of life, in which there is no beginning and no end. Because the future of fashion is a cycle. And take the viewer on an insightful trip through the natural cycle of life today - from beginning to groundbreaking new beginning. The message of the show: We want, no, we must push together the fashion mainstream more in the direction of a CIRCULAR FASHION CULTURE, with a recycling program, the already existing resources and our previous consumer behavior question and radically change. Let's unf**k the fashion industry.