As part of his About You Fashion Week, the Hamburg online fashion retailer brings the concept of the fashionary in the Hanseatic city with the About You Fashion Ball.
In Schmidt’s Tivoli, a “velvet theater full of history in the heart of St. Pauli”, fashion is to be connected to entertainment on September 26th. The focus of the production of online retailers is the show stage, which becomes a catwalk when seven brands present their autumn/winter collections in 2025, including international partners such as Adidas, Hugo, Lascana and Nike as well as Celebrity Brands by About You like Guido Maria Kretschmer, Leger by Lena Gercke and Hoermanseder.
Inspired by the legendary members-only parties of past times and the world of the cabaret, visual dancers become visual dancers: interior, illusionist: interfere with the audience and make an “inseparable whole” from guest and show, according to the company. The event should become unforgettable and let the borders blur – between fashion and entertainment, imagination and reality, theater and runway.
About you wants to set “new standards of the fashiontainment”
“With the About You Fashion Ball, we set new standards of the fashionary. The completely new concept looks mature than the previous fashion Weeks: cultivated, curated and consciously. In a setting that is more reminiscent of a social highlight from a past era than a classic runway show, we show fashion, performance and theater in an atmospheric Overall experience for invited guests, ”explains Julian Jansen, Director Content at About You, in a message. Around 500 guests were invited, including VIPs, industry insiders: inside, content creator: inside and fashion enthusiast: inside.
Not only in Schmidt’s Tivoli will be round, but already in an interactive variety salon-a 500 square meter open-air area on the Spielbudenplatz in front of the theater, right on the Hamburg Reeperbahn. A visual world of experience offers guests music, a mirror cabinet, a poker area with masked croupiers and sparkling wine pyramids.
An exclusive after-show party then leads the guests over a hidden staircase in Angie’s Nightclub, directly above the Schmidts Tivoli. Even if the night ends there, it will continue online: on all social media channels of the fashion provider who accompany the event in real time, as well as in the app and the About You website. Millions are to be “digitally enthusiastic” and “become part of the myth”, according to the company.
It was only in July that the takeover of ABOUT YOU was carried out by online retailer Zalando, according to which the Hamburg -based company reported progress in sales and results