World of Fashion
Streaming Meets Street Fashion: Netflix and ABOUT YOU Launch Joint Fashion Brand
by Yvonne Heinen-Foudeh, Senior International Correspondent
The U.S. streaming platform and the Hamburg-based e-commerce provider ABOUT YOU, which is part of the German Otto Group, are launching a joint brand on the market. The “Netflix Collection”, inspired by various Netflix series and films, was launched on October 28.
The label is launching with a first drop end of October of two limited-edition items inspired by the Netflix series Sex Education – for European markets – to begin with the concept. A quote from the series and the logos of both brand partners will adorn the first pieces.
The price range of the designs is between €39.90 (US$43) and €69,90 (US$65), making the collection “affordable for a wide audience”. A second drop, inspired by another Netflix production, is already planned for December.
“This partnership is very special because in Netflix we have found a partner who - just like ABOUT YOU - puts creative content first,” says Julian Jansen, Content Director at ABOUT YOU. “Both companies share the same vision for the new fashion brand, which makes our collaboration so unique. The development of the first pieces has already shown how strong this cooperation is.”
Trending in Europe: e-fashion and entertainmentIn recent months, the fashion and entertainment sectors have moved ever closer together. While ABOUT YOU is now cooperating with the streaming service, other fashion companies have also shifted their focus to entertainment. Both the Zara brand, which belongs to the Spanish Inditex Group, and the fashion e-commerce platform Zalando, which is one of the top fashion e-commerce players in Europe, have launched their own shopping-focused streaming services. In addition, the fourth season of the Netflix series Emily in Paris collaborated with Vestiaire Collective, a platform specializing in the resale of vintage luxury fashion.
Entertainment meets e-fashion. The two platforms ABOUT YOU and Netflix are launching a new fashion brand together.
The accompanying campaign shows various groups in their very own Netflix moments - whether it's a comedy evening with friends or a romantic movie night.