In 2022, there are a few elements of a fashion launch that can position it to go viral. There’s the brand itself, and whether it has a large, devoted following it can harness to drum up excitement. Then, there’s the novelty or even surprise factor that the product brings to the market. Finally, there’s the extra credit if it taps into some trend or conversation in the zeitgeist — like, say, late ’90s and early aughts nostalgia. Well, Ganni’s latest collaboration checks all those boxes.
The beloved Scandi fashion brand has just released a collection with Juicy Couture, which it bills as including “the most responsibly produced version to date of the iconic Juicy Couture velour tracksuit” among its 13-look collaboration.
As the website states, its a collaboration that ushers in a “new era of icons”:
A future icon. Y2K diamantés meet Scandi 2.0 in this deeply nostalgic collection of logo-splashed styles. The early Aughts aesthetic gets the green treatment with our crystal-clad capsule of organic and recycled tracksuits, figure-loving mesh dresses, and caps and tees made from 100% certified organic cotton. Shot on the streets of New York by Emmie America, GANNI X Juicy Couture is an ode to the original IT Girls. Modeled by Parker Kit Hill, Sam Welch, Lucy Rae Mcfadin, and Ebon Nights, the collection is designed for juicier figures and a new era of icons.
“The Juicy Couture velour tracksuit is such a strong symbol of the aughts aesthetic and draws on such a strong cultural reference,” Ditte Reffstrup, Ganni’s creative director, writes in an e-mail. “Being able to rework a Y2K classic of this caliber has been so much fun! And adding that, to be able to bring it back in a more responsible version is a total dream scenario.”
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