Kendall Jenner taps her inner tomboy for latest About You collection
Model turned entrepreneur Kendall Jenner has tapped into her inner tomboy with her latest collection for online fashion e-tailer About You, which debuted this weekend.
Inspired by Kendall's personal style, the 40-piece Fall/Winter line includes a mix of glamour and casual comfort. From tight miniskirts and classy jumpsuits to oversized sweaters and flowy jeans, the collection offers looks for a night out on the town or a day at the ranch. Ranch-hand chic for the urban groover includes essential easy-to-wear pieces reflecting the model's off-beat, off-duty street style, an element also seen in her first collaboration with the brand.
“I am definitely a tomboy, and I love everything in this drop because the pieces are really the basics that I wear in my daily life. I feel like this is me on my future ranch, just like going out in my pair of comfy sweats to feed the horses at night before I go in for dinner with the classy, elegant suit,” explained Jenner.
The campaign was shot on a horse ranch in California, Jenner's favorite place to unwind, and conceived by Donald Schneider, the former creative director of French Vogue, from 1993 to 2002.
Since Jenner herself is one of the hottest models in the industry, no need to hire anyone else for this campaign, which captures Kendall posed around the ranch on horseback and on top of hay bales. Photographer Zoey Grossman shot the campaign aided by stylist Max Ortega, with make-up by Mary Phillips, hair by Irinel De Leon and music from Robert Dietz.
The debut Kendall for About You collection and campaign was a major success this summer. Most of the collection sold out in just 24 hours, while the brand claimed over one billion social media contacts, significantly boosting the website's global appeal.
“We wanted to shoot Kendall in a place where she feels inspired and natural. We also prepared a super digital and social campaign… a kind of blueprint for how fashion campaigns will be structured in the future. With many different assets for all channels, to create hype for the launch,” explained Schneider, who in a long career is also credited with being the man who got H&M into the Louvre; and convincing Karl Lagerfeld to design a collection for H&M, revolutionizing the fashion system.
Kendall’s newest clobber is available now from About You. Sizes go from EU 34 to 44 with prices ranging from 24.90 euros to 199 euros.
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