Katy Perry exclusive for ABOUT YOU: authentic, eye-catching and glamorous. The fabulous singer’s clothes are now only available online at ABOUT YOU
On 2 November 2022, ABOUT YOU will present an international capsule collection with one of the world’s most famous singers: the unique and inimitable Katy Perry. Inspired by Katy Perry’s unique and expressive style, the 81-piece capsule collection will be available exclusively from 6 p.m. in all 26 ABOUT YOU online shops with the option of worldwide shipping.
This autumn ABOUT YOU focuses on a world-famous pop star: Katy Perry. In addition to her musical successes, the artist has always been known for her strong passion for fashion, and this has led to Katy Perry being recognised over the years for her colourful and distinctive outfits.
“When I design something, whether it’s clothes or shoes, I always think, ‘Would I wear this?’ And for this capsule with ABOUT YOU, the answer is ‘Yes!’ I loved pairing these pieces with shoes from the Katy Perry Collection for autumn/winter and you too can get these unforgettable looks on aboutyou.com,” says Katy Perry.
The capsule collection focuses on a selection of different materials, with a focus on eco-friendly fabrics and different tactile sensations. Innovative materials such as water-based PU and vegetable-derived leather have been used to provide sustainable alternatives while maintaining Katy Perry’s special touch. Almost every piece has a unique and recognisable detail, characteristic of Katy Perry and her looks, suitable for everyday wear but also for a more glamorous night out thanks to cut-out inserts, rhinestones, zips and semi-transparent details.
The collection features autumnal shades such as green, brown, dark pink and purple as well as special patterns such as leopard and metallic prints. The result is a look for all inspired by Katy Perry.
“We are delighted that a global superstar and artist of Katy Perry’s calibre is working with us. She has been involved every step of the way, from product development to the creative concept and final campaign. It’s all 100% Katy Perry,” says Sofia Hagemeier, Team Lead Exclusive Cooperations of ABOUT YOU.
Everyone knows Katy Perry, but who is she really? The answer to this question was the starting point for this first collaboration. As the ABOUT YOU motto states: all collaborations should be as personal and concrete as possible. Therefore, this time the brand wanted to create something even closer to the pop star. The concept of the shoot, held in Los Angeles, presents a story full of paradoxes both visually and in terms of content.
“The whole scene is set in a glamorous but at the same time paradoxical atmosphere inspired by the 1960s, enriched by a nostalgic atmosphere given by the location, the Pink Motel in Sun Valley, where elegance meets cheerfulness, representing a normal day but with an extravagant touch provided by luxurious and colourful details. The contrast is created by photographing the over-the-top outfits in an authentic, unfiltered environment,” explains Julian Jansen, Director Content at ABOUT YOU.
The overall imagery presents Katy Perry in an artistic and unconventional way. The campaign video is made fun by a voiceover of the singer, in true Katy Perry style. The extraordinary campaign was directed by renowned photographer Greg Swales and the filmmaking duo Kapturing.
All 81 pieces will be available from 2 November 2022 in all 26 ABOUT YOU online shops from size 34 to 44. Prices range from 14.90 € to 189.99 €.
P.Rew.: Negri Firman PR & Communication