A fashion launch that combines our love for the earth with our love for noughties nostalgia has been long overdue. So, in a bid to make all of our sustainable Y2K-wear dreams come true, Juicy Couture and Ganni just launched the most nostalgic, sequin-splashed collection to date!
The brand’s union was not a collaboration we could have predicted – Ganni is synonymous with stripped-back fashions, meanwhile, Juicy Couture is notorious for all-out glam. But, their differences- as Ganni’s creative director Ditte Reffstrup argues- are what makes the collaboration such a ‘fun and fresh’ drop.
To demonstrate this ‘fun and fresh’ ethos, the Miami meets Copenhagen collection brought garments that see Juicy Couture’s traditional velour tracksuits drenched in the playful logos of each brand. The tracksuits feature in a choice of traditional Y2K hues like tan and electric blue that reminisce the looks of Paris Hilton in the early 2000s. The 13-piece collection also features crystal-clad caps and mesh dresses- perfect for staying chic and sustainable this spring.
Of course, it wouldn’t be a Ganni drop if the Denmark- based brand didn’t stay faithful to its earth-loving spirit, equally, it would feel wrong to purchase a Juicy drop if it wasn’t a vision of noughties glitz. So, in a compromise of the two brand’s ethos, their pink slogan tee (featuring a giant Y2K love heart and ‘please recycle’ slogan) epitomises everything both labels stand for, creating the ultimate union between the two iconic brands.
Each piece in the collection is made from organic recycled cotton as a part of Ganni’s responsibility game plan. The plan set out to ensure the brand works toward inclusivity, sustainability, and diversity in everything they do. And, after securing collaborations with influential labels like Ahluwalia and now Juicy Couture, it’s inspiring to see Ganni is encouraging the rest of the fashion industry to take on their ethical memo.
So, say goodbye to the days of relying purely on second-hand outlets for your sustainable Y2K fulfilment, this unlikely collaboration means it is now possible to buy brand new noughties pieces that won’t cost the earth!
Words By Olivia Booth
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