Danish contemporary ready-to-wear fashion brand, Ganni announced a partnership with Paris-headquartered, Vestiaire Collective to launch a new circular clothing project.
Ganni Girls — a prominent Instagram hashtag and a real-life group of ladies committed to the brand's color-drenched, boho styles — will show how to pair old and new Ganni with Vestiaire's other labels.
The collaboration, dubbed Ganni x Vestiaire Collective Old + New = Now, is the first time Vestiaire has collaborated with a single brand to offer its extensive collection to the public.
The firms produced a four-part video series including interviews with the participants, as well as a collection of still-life photographs. Danish models, Caroline Bille Brahe and Chili Dia, as well as singer Flame Faire and model, interior stylist, and creative director Christine Sofie, are among the Ganni Girls involved in the project.
The first video is available on Vestiaire's Instagram and app, as well as Ganni's YouTube and other media platforms, starting yesterday. All of the Ganni pieces exhibited will be available for purchase, and the overall message will be about how to make fashion last.
Fanny Moizant, cofounder and president of Vestiaire, said that both firms aim to change the way we consume fashion, and she thinks by giving garments a second, third, or even more life, you're already introducing that sustainability perspective.
Ditte Reffstrup, Ganni's creative director, said that seeing the girls add their own individuality into the different Ganni and Vestiaire designs makes everything look individual and unique.
According to a Vestiaire spokesman, the video series was originally intended just for Scandinavia, but the firms soon decided to expand it globally.
Other, comparable collaborations with modern labels such as Ganni are in the works, according to the spokesperson, and the platform is eager to bring its enormous amount of goods to life on video so that buyers can see and buy it.
Ganni has just recently begun to fly the green flag, despite the fact that Vestiaire began as a circular platform selling old and pre-loved clothes.
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