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German online retailer About You has partnered with Kendall Jenner to release a clothing line that will only be available for 72 hours. 

Jul 21 2021

German online retailer About You has partnered with Kendall Jenner to release a clothing line that will only be available for 72 hours. The line launches on July 25 and consists of an 11-piece capsule collection of “cool essentials with an elevated touch” meant to reflect Jenner’s personal style. About You’s drop taps young consumers’ growing interest in limited-edition and exclusive items, which earn their owners major bragging rights. In fact, exclusivity is part of the new definition of luxury among young people—brands that strategically create a sense of rarity and in-crowd community are seen as more unique, and uniqueness and individuality are the new cool for this generation. Supreme is the OG example of a brand redefining high fashion for young generations through limited-edition collabs and branded products both within and outside of apparel. Now, fashion lines like Prada are launching into skateboards and cryptocurrency, and even American Express is launching apparel drops to get in on the movement of exclusivity. (Fashion United)