Much-loved label Ganni is a favourite of the fashion world and stays ahead of the curve with its contemporary designs and cool-girl aesthetic.
This week at Copenhagen Fashion Week, Ganni announced it will be launching a 3-piece capsule collection alongside Levi’s. The twist? The fully upcycled pieces will only be available to rent.
The ‘Love Letter’ collaboration will be part of Ganni’s current rental concept, Ganni Repeat, and will feature denim designs that have been made entirely from repurposed Levi’s. Ganni’s creative director Ditte Reffstrup spoke of the partnership in a statement, “Working with an iconic brand like Levi’s is a dream come true. The beauty of good denim is it just gets better over time. We handpicked each pair of vintage 501’s with Levi’s, diving into their archive was like a treasure hunt. Share your love for denim and pass it on.”
The 3-piece collection, which is made from contrasting shades of patchwork denim, consists of a western-style shirt, an oversized shirt dress (both featuring the recognizable ruffled Ganni bib collar) and a pair of classic 501 jeans. Each piece features multiple styling options including adjustable waistbands, detachable collars and sleeves which can be cinched. This allows the wearer to reinvent the item throughout the rental and encourages items to be worn in creative ways.
Never one to scrimp on the quirky details, the ‘Love Letter’ title truly comes to light when scanning the QR code which is stitched into every #LEVISXGANNI style. Renters will be connected to Ganni Girls from all over the world who have previously worn the garment and shared its journey through photos and videos.
‘Worn by many, owned by none’ is the tagline for the launch with Ganni stating “Like a love letter, it’s about passing it on. This low impact collection sets out to combine the longevity and wearability of Levi’s denim with Ganni’s playful design, exploring a circular approach to a fashion collaboration.”
When shopping with Ganni Repeat, renter select how long they would like to borrow the items (between one and three weeks), returning items is free and everything is sent in reusable packaging. The garments are cleaned using strict but eco-friendly cleaning methods and then stored for 72 hours before being available to rent again. With clothing rental sites on the increase, it seems this really will be the new way to consume both responsibly and sustainably, whilst being the antithesis to fast fashion.
All images in this article are courtesy of Ganni.
