Ganni and Levi's Want You To Rent Your Denim
At the beginning of 2020, Copenhagen Fashion Week launched an ambitious action plan to ensure designers are meeting a set of sustainable standards to reduce their environmental impact. During the intimate presentation for its spring 2021 collection this week, Ganni delivered its solution: Ganni Repeat.
To start, Ganni joined forces with Levi's to deliver a capsule collection titled Love Letter under Ganni Repeat, comprised of three pieces—a ruffled button-down shirt and shirt dress with an exaggerated collar and patchwork 501® jeans —all crafted from upcycled vintage Levi’s® and repurposed denim. What's more, each piece has a patch attached to it that when scanned by a smartphone provide customers with each item's rental history. The campaign for the collection was shot across the world featuring #GanniGirls in London (Victoria Sekrier and Phoebe Collings-James); New York (Kimberly Drew and Imani Randolph); and Copenhagen (Christine Sofie and Marie Lea Lund).
“We launched our rental platform Ganni Repeat as a project to trial a more circular fashion system and help people rethink how they consume fashion,” Ditte Reffstrup, creative director of Ganni, told WWD. “People were super excited and mostly showed interest in event dressing, so we decided to center our rental offering around party dresses. It’s not a profitable [venture], but we hope it will become over time.”
As the name suggests, customers are given the option to rent the pieces for up to three weeks to encourage the durability and longevity of the legacy denim. Once your time is up, you can return your items (Ganni takes care of dry cleaning) and repeat. This team-up marks the first rental-only collection from both brands, and will be made available in both the United States and United Kingdom.
Grab your Ganni x Levi's pieces here.
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