REICHERT+ Communications
AYFW - ABOUT YOU Fashion Week


5th of July 2019 to 7th of July 2019

The first ABOUT YOU Fashion Week for consumers

About the project

From July 5th to 7th of 2019 online retailer ABOUT YOU launched its very own AYFW - ABOUT YOU Fashion Week and opened up Berlin Fashion Week for consumers for the first time. The AYFW sparked off with a spectacular Opening Show, which was staged by famous choreographer Marvin Smith. During the show the latest styles of popular fashion brands like Levi’s, Ralph Lauren, Mango or Calvin Klein were presented and creatively arranged by AYFW Co-Creators Bonnie Strange, Riccardo Simonetti, Daniel Fuchs and Sandra Lambeck.

Numerous top-class VIPs like supermodel Karolína Kurková, model Jay Alvarrez, supermodel Coco Rocha, musician Bill Kaulitz, model Lena Gercke, presenter Janin Ullmann, TV host Viviane Geppert and famous drag queen Violet Chachki enjoyed watching the Opening Show’s highlights.

According to the AYFW’s motto ‘Exclusive for Everyone’, fashion lovers were invited to attend seven runway shows of brands such as Adidas, Lascana, Dockers, MDLA by Bill Kaulitz, Set, ABOUT YOU and LeGer by Lena Gercke during the weekend. In between shows approximately 7,000 visitors listened to panel talks and popular live acts like Kelvyn Colt and explored several styling offers in the ABOUT YOU Concept Store.

Exclusive insights into the vision behind the innovative fashion event concept were offered to selected media representatives during a Press Talk with ABOUT YOU Co-Founder and Co-CEO Tarek Müller, ABOUT YOU Content Director Julian Jansen, Lena Gercke, Bonnie Strange and Riccardo Simonetti beforehand.


  • Support with event conception and implementation
  • Support with acquisition of sponsorship
  • Travel coordination of VIPs, influencers and the press
  • Guestmanagement including red carpet, seating & media riser for all fashion shows
  • PR marketing including interview coordination
  • Realization of PR and media cooperations


Reach: 680 Mio.
Clippings: 336
PR-Value: 30.5 Mio. €