Bella Hadid x About You: online e-commerce launches its first collection with supermodel and entrepreneur Bella Hadid, who selected her favourite Fall Winter items for the collection
On 10 October 2022, About You presented its exclusive collection with supermodel and entrepreneur Bella Hadid. Inspired by the distinctive style of the 1990s and 2000s, the autumn/winter collection consists of 64 pieces, all signed by Bella. The result: a design that represents the perfect balance between classic and bold style. Bella Hadid X About You is available exclusively from 13:00 in all 26 About You online shops across Europe.
For its latest international collection, About You collaborates with Bella Hadid, who is not only an entrepreneur but also one of the world’s most sought-after supermodels. The American supermodel is known for her unique and sophisticated style.
From cool and casual streetwear outfits to 90s-inspired looks, Bella Hadid is always up to date with fashion and has the right intuition to create the next trend. But it wasn’t just her eye-catching and recognisable style that inspired About You to create a collection with the model.
It was also her enthusiasm to participate in the creative process from start to finish and to be the stylist of her own collection. “When we first met with Bella Hadid, she was really excited to discuss her ideas and vision with us and then turn them into reality.
For the creative process, we sat and talked for hours and Bella Hadid even brought some garments from her wardrobe as inspiration. She led the team through the whole process in a great team effort. Everyone involved loved working with her,” explains Sofia Hagemeier, Team Lead Exclusive Cooperations at About You.
“It was a pleasure to work closely with the About You team to bring my ideas to life. They gave me the creative space to design the collection the way I wanted and I had a lot of fun styling the shoot of these beautiful pieces, including some of my own garments. It was a real joy to have the opportunity to be so involved during the whole process. I put my heart and soul into this collection and can’t wait for others to love it as much as I do,’ says Bella Hadid.
The editorial campaign was shot with a strong focus on the garments, evoking a dark, magical atmosphere. The aim was to create a campaign that stood out and reflected Bella Hadid in a special way. It was shot by internationally renowned photographers Conor Cunningham and Tyrell Hampton in New York.
“The first shoot with Bella Hadid was inspiring for the whole team involved. Bella Hadid is a professional and knows exactly how to present the collection to the community. It was a fantastic experience for us,’ adds Julian Jansen, Director Content at About You.
All 64 pieces will be available from 10 October 2022 in all 26 European About You online shops from size XS to XXL. Prices range from 24.90 € up to 199.99 €.
The first capsule collection offers the perfect ‘Off Duty’ model look. All outfits embody a wide range of 90s-inspired looks. The collection includes numerous combinations of masculine styles, playful fluttering short skirts and feminine tops.
The looks range from warm earthy tones to bright colours such as red with lime and pink details. Overall, the collection consists of various materials such as mesh, jersey, denim and leather. It is rounded off with four upcycled pieces, all made from 100% recycled denim: a bag and a tie teamed with both a mini and midi skirt.
P.Rew.: Negri Firman PR & Communication