Ganni x Levi's: shop now
And as one of the pioneering brands of the Danish fashion invasion, Ganni has proved time and again to know how women want to dress, not only with statement pieces perfect for special occasions but with the sort of styled-up casualwear that can make even lockdown dressing feel aspirational.
Add to that the brand's ambitions towards 'responsible' rather than 'sustainable' fashion and it's little wonder that Ganni consistently appears in the wardrobes of not only our favourite influencers but our real-life best-dressed lists too – just check out #GANNIGirls on Instagram for endless inspiration.
In fact, it's exactly that exploration of responsible fashion that led Ganni to collaborate on one of the most buzzed-about and interesting fashion partnerships of recent years when it teamed up with Levi's last autumn.
The first fruits of the collaboration could barely have been more on trend: Love Letter, a collection of Ganni pieces made from upcycled vintage Levi's 501s was launched last August. The twist? They were only available to rent, not buy.
Those pieces are still in circulation – that's the beauty of circular fashion – but now it's time to meet phase two of the partnership: a 14-piece capsule made from cottonised hemp, an alternative to conventionally grown cotton that uses less water and fewer pesticides.
'Working with Levi’s has been so much fun. From the moment we met, there was instant chemistry and we really felt aligned on our visions from the very beginning,' says Ditte Reffstrup, the creative director of Ganni, who runs the brand with her husband Nicolaj.
'We’ve learnt so much along the way about new fabrics and the craftsmanship of great denim. I remember stepping into the Levi’s HQ and seeing team members wearing Ganni and Levi’s together and thinking: this collaboration feels so right.'
The campaign images for the collection encapsulate that bond, and tap into an of-the-moment desire for travel in a way that manages to capture humour, joie-de-vivre and the surreality of pandemic life: life-size cardboard cutouts showcase the collection at some of the most picturesque and quintessential landmarks in Ganni's home town of Copenhagen, and San Francisco, where Levi's is headquartered.
The collection comes in a range of washes, with dresses, tops and jackets bolstering the jeans offering. The Ganni look comes loud and clear thanks to the brand's signature oversized ruffle-trimmed collars on shirts and dresses, off-the-shoulder tops and printed denims.
'It’s classic denim with a few playful details that just get even better with time,' says Reffstrup. 'We hope people will wear them forever.'
The Ganni x Levi's collection is available on Ganni.com from Wednesday 24 February.
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