Ganni and Vestiaire Collective circular clothing project

The Scandi Ganni label and luxury resale site Vestiaire Collective are teaming up in an effort to make the fashion industry more circular.

Members of the Ganni Girls community (the Instagram hashtag used by real women who wear the label) will demonstrate how to style old and new Ganni cuts and other labels from Vestiaire, and share their tips for sustainable clothing.

Ganni x Vestiaire Collective Old + New = Now is the first time an online retailer has partnered with a fashion brand like this. The partnership features a four-part video series, which will feature interviews and a collection of still lifes.

Danish models Caroline Bille Brahe and Chili Did, Flame Faire musician and model, interior stylist and creative director Christine Sofie will all take part in the initiative, which aims to raise awareness of circular fashion consumption.

“I’ve always loved vintage,” says Ditte Reffstrup, creative director at Ganni. “This ensures clothes are loved forever, gives everyone the freedom to express their own style, and allows for the rediscovery of our wardrobe in a circular fashion.”

“I love seeing how my friends and the cool Copenhagen girls in each video style newer Ganni pieces pre-loved. Adding their own personalities makes everything look individual and unique.”

With the permission of Ganni

Fanny Moizant, co-founder and president at Vestiaire Collective, echoes the excitement for the project: “Both Vestiaire and Ganni want to change the way we consume fashion, and I think by giving a second, third, or even more life to clothing, you’ve brought that sustainability mindset.”

Ganni

Vestiaire Collective

£196.81

Gianni Versace

Vestiaire Collective

£88.57

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