Ganni’s new Juicy Couture collab puts a Scandinavian spin on Paris Hilton’s favorite tracksuit
We admit it: we didn’t see the Scandi-cool, Y2K collaboration coming between the Copenhagen label Ganni and the LA label Juicy Couture. Velvet is not 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 appeal of their saccharine hues and blingy rhinestone-encrusted details. .
The result influenced by the 2000s? A simple 13-piece collection sure to appeal to Hollywood It-girls and Ganni Girls, including not only tracksuits, but also caps, tees, leggings and halter tops, perfect for a road trip shopping on Rodeo Drive. In the hallowed words of Hilton herself: “It’s hot.”
“When Juicy Couture tracksuits became an icon in the early 2000s, I was in my twenties and working in retail in Copenhagen. I remember being obsessed with the look…Today , it’s so fun to see the young members of our team embracing the trends of the year 2000,” says Reffstrup. “So when the opportunity presented itself, it immediately seemed like the perfect match. Juicy is the epitome of West Coast fabulousness and Ganni means the Scandi 2.0 way of dressing, full of contrasts and personality. I think there’s something unexpected about the juxtaposition of the two brands that makes it work and it’s fun and fresh. For me, if my heart is in it, we just go for it.
The collaboration has also allowed Ganni to loosen its sustainability credentials. The new tracksuit – imagined in a candy purple, black and brown, emblazoned with dazzling rhinestone Juicy and Ganni logos and featuring Gs and Js surrounded by glittering hearts – is the most responsibly produced release to date. The nostalgic two-piece is created from a blend of certified organic and pre-consumer recycled cotton and recycled polyester. It also marks another chapter in the series of conscious design-driven collaborations that has seen Ganni partner with Levi’s, Vestiaire Collective and Ahluwalia. After all, modern year 2000 girls are just as aware of their carbon footprint as their pet Chihuahua’s paw print.