REICHERT+ Communications
AYFW Milano 2022


20th of September 2022 to 24th of September 2022

ABOUT YOU Fashion Week HW22 - 17 Fashion Shows in Milan

About the project

From the 20th to the 24th of September 2022, the ABOUT YOU Fashion Week celebrated its international debut in Milan. With the motto "Welcome to the unexpected", the brilliant ABOUT YOU Fashion Show was followed by 16 brand shows over four days. The renowned production agency Villa Eugenie staged the shows for HUGO, adidas by Stella McCartney, LENI KLUM x ABOUT YOU, RÆRE by Lorena Rae, LeGer by Lena Gercke, Guido Maria Kretschmer, a lot less by Lena Meyer-Landrut, Hoermanseder x ABOUT YOU and 6PM and many others.

Star guests included Heidi Klum and Leni Klum, Karolína Kurková, Alessandra Ambrosio, Toni Garrn and Alex Pettyfer, Michelle Hunziker, Khaby Lame, Luka Sabbat, Anna Dello Russo, Lourdes Leon, Skepta, Guido Maria Kretschmer, Lorena Rae, Lena Gercke, Lena Meyer-Landrut, Loredana, RAF Camora, Achraf, the Elevator Boys and many more VIPs and influencers who watched the unique fashion shows of the HW22 season.

In total, more than 8,000 guests were welcomed at the Zona Farini area, which was specially installed for AYFW and included the AYFW Village.


  • Red carpet & media riser management and seating for 17 fashion shows
  • PR & media relations incl. interview coordination
  • On-site support