OUR FAVOURITE COLLARS HAVE BEEN CUT IN DENIM DESIGNED TO RENT. WE’RE LOVING THIS LATEST #MAKEFASHIONCIRCULAR MOVE - BUT WILL IT WORK?
Will the new collab between Levi’s and Ganni convince more people to embrace fashion rental? The progressive Danish brand started an in-house rental service last year, but not everyone was ready to share.
While Rent the Runway has achieved major success in the US, Ganni founders Ditte and Nicolaj Reffstrup conceded in Episode 119 of the Wardrobe Crisis podcast, that initial take-up for Ganni Repeat (only available in Denmark) wasn’t huge. Partnering with one of the most iconic denim brands may well be what it takes to get mainstream consumers to catch on to a new way of accessing fashion.
For Ganni, partnering with a bigger brand provides a new audience, while for Levi’s, #gannigirls bring the cool factor. Karyn Hillman, Chief Product Officer at Levi’s, said Ganni was the perfect partner thanks to their mutual love of denim. The DNA of both brands is clear in the collection: each piece is upcycled from vintage Levi’s 501s, remastered in signature Ganni silhouettes, from Peter Pan collars to puffy sleeves.
COVID times are challenging everyone in fashion. Who needs something new with nowhere to go? But the shared closet has its own issues - with some customers presumably wary of handling pre-worn items. Indeed, Rent the Runway has seen a precipitous drop in rentals.
But in its favour, the Ganni x Levi’s a capsule has the Copenhagen Fashion Week buzz plus the limited edition feels - with only three styles, it’s bound to be in high demand. By keeping this super-cute collection’s availability to hire-only for now (there are plans to retail it for S/S’21), it may push some new consumers to give the system a try. By Claire Kalikman
The Ganni x Levi’s 'Love Letter' styles available now are rental only in the US and EU. More info here.
