A first look at the Scandi-meets-Y2K capsule – tiny dog and flip phone optional.
We admit it: we didn’t see the Scandi-cool, Y2K collaboration between Copenhagen label Ganni and LA label Juicy Couture coming. Velour isn’t a fabric typically associated with Danish design. But just like Paris Hilton – who has a dedicated wardrobe to house her collection of Juicy Couture tracksuits, Ganni’s creative director Ditte Reffstrup can’t resist the allure of their saccharine shades and blingy, rhinestone-encrusted details.
The ’00s-inflected result? An ease-fuelled 13-piece collection sure to appeal to Hollywood It-girls and Ganni Girls alike, featuring not just tracksuits, but caps, tees, leggings and halter-necks, perfect for a shopping trip on Rodeo Drive. In the hallowed words of Hilton herself: “That’s hot.”“When Juicy Couture tracksuits became an icon in the early 2000s, I was in my twenties working in retail in Copenhagen.
The collaboration has also allowed Ganni to flex its sustainability credentials. The new tracksuit – imagined in a sugary purple, black and brown, emblazoned with the Juicy and Ganni logos in dazzling diamante and and featuring Gs and Js encircled by glittering hearts – is the most responsibly produced version to date. The nostalgic two-piece is created using a mix of certified organic and pre-consumer recycled cotton plus recycled polyester.
With these nostalgic, exuberant and easy ensembles, we imagine Paris Hilton will be adding to her Juicy Couture-focused closet. For the rest of us millennium-obsessed mortals? Tiny dogs, flip phones and Ugg boots are optional, but actively encouraged.
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