Daahls by Emma Roberts exclusively for About You: fashion e-commerce and actress launch a collection together
About You exclusively launches the collection with actress and producer Emma Roberts. Together with the American artist, a capsule collection has been designed that invites you to enter a dream world. Inspired by the fantasy and outfits of Emma Roberts, the garments are a perfect mix of must-have looks and the trendiest elements of the 1950s.
“Daahls by Emma Roberts exclusively for About You” will be available in all 26 About You online shops with worldwide shipping starting at 18:00 (CET).
About You expands its offer with a new international collaboration with world-famous actress and producer Emma Roberts. With her films and TV series, Emma, Roberts appeals to About You’s young, fashion-conscious target audience, but also influences it with her personal, assertive style. “We are excited about the collaboration with Emma Roberts. As a successful actress, Emma Roberts has been inspiring young women all over the world for years.
For our collection, she had a clear vision and showed total commitment. Emma Roberts not only personally chose the looks for the campaign, but also designed the distinctive capsule logo together with her sister Grace,’ says Sofia Hagemeier, Head of Exclusive Cooperations at About You.
Emma Roberts style, feminine and playful with a vintage touch, is perfectly reflected in About You’s exclusive collection. Western and extroverted atmospheres meet 1950s elegance for fashionable garments that encapsulate Emma Roberts’ vision and imagination. “I couldn’t be more excited to share my collection with About You!
This launch shows all sides of my personality: feminine, vintage, but most of all playful. I’ve always wanted to create something that embodies everything I love to wear and feel confident in, so I’m delighted to have this opportunity,’ explains Emma Roberts. The result is a fascinating dream world with the abstract name ‘Daahls by Emma Roberts‘ inspired by her love of books and stories.
As a true intellectual, Emma Roberts loves ‘academic’ fashion reminiscent of Ivy League and school uniforms, and it is evident in her collection: knitted tank tops and polo shirts, college t-shirts and sweatshirts, as well as book club-inspired prints and exposed collars that create a retro and contemporary look. The collection features natural fabrics such as cotton, lyocell and linen, in cheerful colours such as pink, denim blue and red.
All garments are a perfect mix of femininity, freshness and cheerfulness. The denim and checked models with vintage wash and the horseshoe prints present a casual western look, complemented by delicate cuts and details such as bows and ruffles. The campaign photo shoot, entitled ‘Sugarland’, captures the enchanting component and tells the story of Emma Roberts’ dream world.
Photographer Felix Cooper created a candy-covered wonderland in a Los Angeles studio, combining elements of the Wild West with a retro suburban style, using cowboy-style props, such as cactus and rodeo elements, mixed with 1950s funk.
Completing the collection is the intriguing combination of classy elements with a vintage flavour, such as bows and ruffles. The elegant combination of old-school sophistication and a touch of cheekiness perfectly reflects Emma Roberts’ collection. As the campaign shows, Emma Roberts takes us into her personal dream world, leaving us surprised and bewitched.
All 86 pieces of the international collection ‘Daahls by Emma Roberts exclusively for About You’ will be available in sizes 34-44 in all European About You online shops, with worldwide shipping options, from 22 March 2023. The items will cost between €19.90 and 229,90 €.
P.Rew.: Negri Firman PR & Communication