Levi steps in renting denims with Ganni

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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).