Double Denim Has Never Looked Better - Discover GANNI x Ahluwalia

TODAY, contemporary Danish fashion label GANNI and London design powerhouse Priya Ahluwalia launch their latest collaboration. A sustainable second instalment in the partnership, this latest drop presents a 90s sensibility with a joyous contemporary flair, crafted entirely from denim.

Building upon a responsible design ethos forged in the first coming together of the Scandi favourite and Ahluwalia’s eponymous label, each garment is crafted through re-worked fabrics or upcycled garments.

“Denim is so interesting, as people from all walks of life wear it. We wanted to underline that versatility throughout the campaign and collection,” said Ahluwalia.

Of the total 16 ready-to-wear pieces, the versatility and enduring presence of denim shine. Inspired by the sentiment that ‘what we have is what we need’ this single fabric collection symbolizes the abundance of a singular competent.

“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,” says Ditte Reffstrup, GANNI’s creative director.

Developed in the midst of lockdown, the collection focuses on a freeing sense of euphoria, from travelling to dancing in clubs, it's all about reaching a ‘higher frequency.’

“This collection is all about celebrating the things we missed during lockdown, feeling new energy and getting euphoric about life again,” added Reffstrup.

This essence comes to roaring life in the campaign shot by London based photographer Philipp Raheem, with electric colours and a strong psychedelic sensibility making for the backdrop of the collection.

Characteristics of both labels meet together in perfect harmony evoking joy through signature GANNI silhouettes paired with Aluwalia’s characteristically 90s notes.

“Working with the GANNI archive has been really interesting, delving into it and reimagining it through an Ahluwalia lens,” says Ahluwalia, adding: “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.”

The collection ranges from head-turning trenches, and multifunctional cut-out dresses, to casually tailored denim suits all designed with the intention to make you feel like the best version of yourself.

Exclusively for Premium Stack Members, join us for drinks and discussions in an exclusive fireside chat between design powerhouse Priya Ahluwalia and Stack World Foudner Sharmdean Ried at GANNI’s Kings Road Store on Tuesday 10th of May at 6.30pm.

The collection is available to buy now at selected GANNI stores and online.