REICHERT+ Communications
About You Fashion Week HW 2021


11th of September 2021 to 15th of September 2021

The third ABOUT YOU Fashion Week with 13 fashion shows

About the project

From September 11th to 15th, the third ABOUT YOU FASHION WEEK took place as a live production at Kraftwerk Berlin under the motto ‚WHO ARE YOU?‘. The spectacular ABOUT YOU show, which was conceived by the world-renowned production agency Villa Eugénie and set new standards, marked the start and at the same time the highlight of the AYFW. 12 other brands and personalities presented their new collections and the trends for the HW21 season in individually conceived shows during the following days. Special highlights were the shows by Guido Maria Kretschmer, LeGer by Lena Gercke, Leni Klum x ABOUT YOU, Hoermanseder x ABOUT YOU and a lot less by Lena Meyer-Landrut.

Well-known national and international VIPs such as, Bill Kaulitz, Karolina Kurková, Kevin-Prince Boateng, Eva Padberg, Berlin‘s mayor Michael Müller, Lena Gercke, Leni Klum, Lena Meyer-Landrut, Luka Sabbat, Lorena Rae, Loredana, Guido Maria Kretschmer, Nikeata Thompson, Ufo361, Noah Becker and Elena Carrière followed the shows on site. Among the guests were also content creators like Xenia Adonts, Lisa-Marie Schiffner, Faye Montana, the Elevator Boys, Riccardo Simonetti, Kayla Shyx and many more, who took their social media community with them to the AYFW.

The innovative fashion event concept was transformed into a 360-degree experience for invited guests through a concept store built especially for AYFW, an experience area, a Tiktok set and an interactive live shopping format.


  • Support for event conception and implementation
  • Guest management incl. Red Carpet, Seating & Media Riser for 13 Fashion Shows
  • Trade management according to COVID hygiene specifications
  • PR & media work incl. interview coordination
  • On-site support
  • Travel and shuttle coordination for VIPs, influencers and press