As both brands have revolved their principles around sustainability for some time, it was only natural for their second capsule together to reveal itself as the sustainable (denim) dream fashion has always wished for. Building on Ganni and Ahluwalia's responsible ethos, the collection is exclusively made from deadstock denim, all upcycled, honing in on the timeless aspects of the fabric and its versatility, placing the notion of 'what we have is what we need' at the forefront of the collection.
The 16 ready-to-wear collection includes a trench coat, a two-piece suit and a multifunctional cut-out dress, all sporting both traditional and experimental wavy denim patchwork techniques, with classic Ganni smiley and logo iconography also stamped onto abstract denim patterns. Fusing Ganni silhouettes with Ahluwalia's 90s aesthetic - the collection taps into feelings of euphoria illustrated through a soulful campaign that borrows from dancing and 70s funk.
Commenting on the capsule delving into life's many euphorias, providing an escape from the pandemic in which the collection was created in, Ganni creative director Ditte Reffstrup said in a statement:
'Priya and I are creatively completely in sync, so it was a dream for me to work on this collection with her, and I loved the dogma of designing an entire collection out of my favourite fabric, denim! We both try to see possibilities in everything, so giving new life to deadstock material is the perfect way for us to show our community the value of upcycled items. This collection is all about celebrating the things we missed during lockdown, feeling new energy and getting euphoric about life again.'
Elaborating on the single-use of denim in the capsule, Ahluwalia commented, 'all pieces are made from pre-existing garments and deadstock materials, making each item unique, a collectible made to be worn and lived in. Working with an all-denim collection has also been a great challenge, really amplifying the power of using one universal material - which was also a first for me. Denim is so interesting, as people from all walks of life wear it. We wanted to underline that versatility throughout the campaign and collection.'
Aside from this collection marking the second time Ahluwalia and Ganni have paired together, it also marks the announcement of creative director Priya Ahluwalia's involvement in Ganni's new creative collective; a forum where the brand intends to invite different talents across creative fields to collaborate on projects ranging from campaigns to collabs. More collaborators are set to be announced later this year.
The 16 ready-to-wear styles are set to launch on 21 April and will be available on Ganni.com and selected Ganni stores worldwide, with prices ranging from just under 100 euros to 450 euros. The British luxury retailer Matches Fashion will also carry six exclusive styles from the all-denim collection.