GANNI GIRLS ON THE MOVE
FROM COPENHAGEN TO SAN FRANCISCO
Following their wildly successful "Ganni x Levi's Love Letter" collaboration that launched in late 2020. Cool girl Scandi brand Ganni and San Fran's iconic Levi's are back for a second collaboration.
Both boyish and distinctly feminine, Ganni has once again proved that they can re-invent the classics, giving an aspirational yet completely wearable edge to the brand that invented the blue jean.
The resulting edit is a range of classic Levi's hot girl jeans, fun tops and signature Ganni oversized Peter-Pan collars that adorn a range of shirts and dresses as well as off-the-shoulder tops and limited edition printed denims.
“We’re huge fans of Ganni’s work and this collaboration was an opportunity to inject their signature and effortless femininity into Levi’s iconic denim, using next level sustainable materials with cottonized hemp." says Karyn Hillman, Chief Product Officer, Levi’s®.
The collaboration, like most of Ganni's endeavours has a natural chemistry with Ditte Reffstrup, Creative Director of Ganni saying that their visions were aligned from the very behinning.
"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." Says Reffstrup.
"The collection is all about timeless pieces that you want to wear over and over again.
It’s classic denim with a few playful details that just get even better with time. We hope people will wear them forever." she continues.
If these incredibly cool and forward thinking pieces don't already have a place in your cart, the collab celebrates both brands efforts towards responsible fashion, sustainability, and design innovation using denim crafted from cottonized hemp.
Hemp generally requires less water and fewer pesticides in cultivation than conventionally grown cotton. The hemp blended into these garments comes from rain-fed hemp crops, which reduces water usage even further. It is then treated in a way that softens — or “cottonizes” — the fiber, making it look and feel indistinguishable from cotton. So looks, feels, tastes (maybe?) like cotton with far less of the impact. Win 😎 Win 😎.
The campaign itself also perfectly captures this effortless synergy. To celebrate the second coming together of the two brands, the campaign was shot by London photographer Rosie Marks in London, Copenhagen and San Francisco featuring life-sized cut-outs of incredibly cool models at quintessential landmarks in Ganni’s hometown of Copenhagen and Levi’s' HQ in San Francisco. Tapping into our pandemic-induced desperation for far-off destinations.
The 14-piece ready- to-wear collection of dresses, shirts, jackets, jeans, T-shirts and sweatshirts will be available to buy on Ganni.com, Levi.com, Levi’s® and Ganni stores globally.
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