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This year, ABOUT YOU became a partner of 'Germany's Next Topmodel' for the first time. Serlina, a contestant on the show, is now one of the faces of a new TV ad being run by the online fashion shop. Serviceplan Campaign X in Munich was responsible for the ad. Another ad for the ABOUT YOU Style Agency – which was created in September – has been running since 10 March.

Munich, 31 March 2017  This year, ABOUT YOU became a partner to the highly successful TV show, 'Germany's Next Topmodel', for the first time. In the episode on 30 March 2017, a model was cast for a new TV ad and thus a new 'idol' was selected to represent the online fashion shop. Of the 14 contestants, Serlina (aged 22) stood out with her positive outlook: "Serlina has a very open, friendly look and is a great fit for our brand, as ABOUT YOU is synonymous with individual personalities and inspiration," explains Head of Idols Julian Jansen, who made up the panel together with the ABOUT YOU idol and top model Franziska Knuppe as well as London director JJ Keith. Serviceplan Campaign X was responsible for devising and realising the new ABOUT YOU TV ad. In addition to taking the lead role in the ad, the 22‐year-old from Koblenz, Germany, can also look forward to collaborating with the online fashion shop as one of their idols.

The advert, produced by Neverest and directed by JJ Keith, was shot directly on the day following the casting in Berlin. In the ad, Serlina looks for the perfect dress for her upcoming date. With help from the ABOUT YOU Style Agency, she finds exactly what she's looking for. The 30-second ad is being shown on the German TV channels ProSieben, Sat.1, RTL2 and Sky and is scheduled to run for three months.

Another Serviceplan TV ad for ABOUT YOU has already been running since 10 March:


The online fashion shop ABOUT YOU was launched in May 2014 and focuses on customisation and inspiration. aboutyou.de is aimed at men and women aged between 20 and 40. The site acts as a great source of inspiration for fashion outfits and offers a range spanning more than 100,000 products from more than 800 brands. Customers can also create their own fashion profile and can find the content they are looking for – products, brands, outfit suggestions, styling tips and much more – as customised news, tailored to their personal interests. ABOUT YOU has also been available in Austria and Switzerland since autumn 2015. ABOUT YOU GmbH is a company of Collins GmbH & Co. KG, a subsidiary of the Otto Group. The management team is made up of the digital experts Tarek Müller (28, Marketing & Brands) and Sebastian Betz (26, Tech & Product), who have founded multiple companies, as well as the former Roland Berger strategist, Hannes Wiese (35, Operations & Finance). ABOUT YOU was awarded the title of 'Start-Up of the Year 2014' by the industry news medium Exciting Commerce, scooped the award for 'Best Online Pure Player' from Internet World Business in 2015 and 2017, won the 'Shop Usability Award 2015', and picked up the 'German Retail Prize 2015' in the 'Innovation' category. Since 2014, ABOUT YOU has successfully worked with around 50 idols, including influencers and top models such as Lena Gercke, Stefanie Giesinger and Caro Daur.


Claudia Kirchmair

Claudia Kirchmair
Corporate Communication & PR

+49 89 2050 2273

E-Mail: c.kirchmair(at)serviceplan.com