Yahoo News Ganni launches first rentable collection as part of its spring/summer 2021 showcase
Scandinavia's finest sartorial export, Ganni, has once again pulled it out of the bag for its Spring/Summer 2021 showcase.
Eschewing a runway show at this season's Copenhagen Fashion Week enabled the brand's creative director Ditte Reffstrup to channel her creativity into Ganni 202020, a three-day exhibition and a rent-able collection with Levi's, the first of its kind for the brand.
Ganni Repeat is a rentable curated collection of upcycled Levi's 501s which the brand's team hand-picked and recycled into a line brimming with denim blouses, Western-style shirt dresses and inevitably, jeans.
"The beauty of good denim is it just gets better over time. This partnership is all about sharing that love for great denim and passing it on," Reffstrup says. "We handpicked each pair of vintage 501s with Levi’s for the project to upcycle and give them new life. It’s been such a special and personal process.”
For the Ganni 202020 exhibition, Reffstrup has partnered up with seven creatives to collaborate on an immersive five-piece multimedia installation which Copenhagen natives can tour IRL today and tomorrow and the rest of us can peruse online.
The exhibition also features the GANNI 202020 KIOSK which sells limited-edition merchandise consisting of upcycled past-season GANNI pieces.
Journalist Marjon Carlos has recorded her essay on the strange intimacy and catharsis of community during COVID, while Maria "Decida" Wahlberg (better known as Robyn’s choreographer) has orchestrated a video of Ganni's new collection in lieu of a catwalk show.
“This year feels like a decade in itself. It’s been a rollercoaster, but despite everything we are still motivated by the new roads ahead and what we have learned so far. Doing what we do best, we have surrounded ourselves with amazing talent from near and far, growing new friendships and collaborations," Reffstrup says.
Artist Rosie Marks has made cut-outs of Ganni’s roster of influencer fans to populate the exhibition space, while elsewhere, fellow artist Hayley Blomquist has created a knitted installation using vintage Levi's and repurposed Ganni denim.
Copenhagen Fashion Week was the first to introduce a set of sustainability requirements which brands must meet in order to show on its schedule, as its organisers aimed to reduce its carbon footprint by 50 per cent over the next three years.
Scroll through the gallery above for more images of Ganni's SS21 collection.
