With both labels seeming like they're miles apart on the surface (Ahluwalia being an exciting and relatively new London-based brand and Ganni being an internationally acclaimed womenswear label from Copenhagen), the pair share more in common than one would previously think. Both putting sustainability at the core of their labels, the collaboration was originally thought of to make sustainability go beyond clickbait marketing strategies, turning it into a mindset and a predisposed plan for the future of fashion.
Speaking to Emily Farrah for Vogue, Ahluwalia described the collaboration as something of a model for how she'd like to work with brands in the future. 'To be honest, a bigger brand will often want to work with a smaller one, but they just want to take and not really give much back,' she said. 'But this has been nothing but a pleasure. As well as designing the product together, this has been so instrumental for my business and supportive of me as a small designer. I speak to Nicolaj on a regular basis about business strategy, I spoke to the e-commerce team about my new website, and it's been really great for me to learn about a womenswear business from the inside. Ganni is so clever in so many ways, from community building to transparency, and it's become so cult—people love it.'
To be released in two chapters, the collaboration includes a variety of garments such as dresses, bodysuits, jackets and more in bold animal prints taken from Ganni's 2020 collection. Although Ahluwalia is predominantly a menswear designer, she's carried over her signature 90s-inspired style boasting patchworked details to the collection, reworking Ganni's pieces.