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. I remember being obsessed with the look… Today, it’s so fun to see our younger team members embracing Y2K trends,” says Reffstrup. “So when the opportunity came up, it immediately felt like the perfect match. Juicy is the epitome of west coast fabulousness and Ganni signifies the Scandi 2.0 way of dressing, full of contrasts and personality. I think there’s an unexpectedness in the juxtaposition of the two brands that makes it work and it feels fun and fresh. For me if my heart is in it, we just go for it.”
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. It also marks another chapter in the series of conscious design-focused collaborations that has seen Ganni team up with Levi’s, Vestiaire Collective and Ahluwalia. After all, modern Y2K girls are just as conscious of their carbon footprint as the paw print of their pet Chihuahua.
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.