Scandinavian fashion label Ganni and resale marketplace Vestiaire Collective are teaming up on a circular fashion project.
The project, called Ganni x Vestiaire Collective Old + New = Now, will give consumers the chance to purchase pre-loved Ganni pieces.
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It is the first time Vestiaire Collective has collaborated with a single brand in this way, and they hope it will inspire customers to think more about the impact of fashion on the environment and how purchasing second-hand items can make a real difference.
Beyond giving new life to some of Ganni’s most iconic styles, the Ganni x Vestiaire Collective collab will also feature circular fashion tips and outfit ideas from “quintessential #GANNIGIRLS” (an Instagram hashtag used by a real community of women who love and wear the label).
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The partnership includes a four-part video series starring some of these #GANNIGIRLS, the likes of whom range from models Caroline Bille Brahe and Chili Dia to musician Flame Faire and creative director and interior stylist Christine Sofie.
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In the videos, which are made up of a mix of images and interviews, each #GANNIGIRL wears items from the Danish brand, all of which can be shopped on Vestiaire Collective’s platform. The four women will also instruct viewers on how to work the second-hand Ganni pieces into their wardrobe and even how to mix them with new Ganni pieces.
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Ganni x Vestiaire Collective’s Old + New = Now initiative has officially launched and is available exclusively on the resale platform’s app and Instagram, as well as on Ganni’s YouTube and other social media channels.
All images in this article are courtesy of Ganni and Vestaire Collective.
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