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Two cult-favourite powerhouses have come together with GANNI X Parade. Launching now, this collab for the ages includes a limited-edition collection of intimates rendered in spectacular brights and crafted with the utmost care for the planet—and your bits and bobs, of course.
With a shared vision of creating a more sustainably-minded fashion industry, Parade and GANNI are truly a match made in heaven. The seamless partnership fuses together a responsible approach to underwear made for comfort and long wear by leveraging GANNI’s distinctive Scandi design and Parade’s certified-recycled fabrics.
Combining both brands’ commitment to behaving more responsibly, each piece from the collection is made using recycled materials, certified by the Global Recycle Standard. With a shared love for bold patterns and colourways, the range naturally features archival GANNI prints in leopard and floral, remixed with fresh hues for a contemporary edge.
Within the collection, you’ll find bralettes, briefs, thongs and a catsuit, all designed with individuality and inclusivity in mind. As both brands are wont to do, each piece will range from size XS-3XL to ensure accessibility. While the necessity of inclusive fashion can often lead consumers with no choice but fast fashion, given the limited choices, both GANNI and Parade have become revered for their commitment to bringing everyone into the fashion fold.
To discuss this further, GRAZIA chatted with GANNI’s co-founder Ditte Reffstrup about the ways sustainable fashion and inclusive fashion go hand in hand.
How has this partnership come together, and what inspired the designs?
The partnership between GANNI and Parade came together through a mutual appreciation for each other’s brand ethos and values. Cami and I met in NYC and just instantly clicked. We were inspired to create a collection that embodies inclusivity, responsibility, self-expression, and confidence. We wanted to fuse together a community-centric approach to underwear made for comfort with vibrant patterns and iconic GANNI prints from our past collections.
You’ve achieved incredible success on a global level with GANNI, all while platforming bodies of all kinds. What do you say to those who believe inclusive sizing isn’t commercially viable?
Inclusive sizing is not only commercially viable but also necessary in today’s fashion industry. It’s #GANNIgirls in plural because everyone is welcome, it’s not about a sense of style or even body shape, it’s a mindset. At GANNI, we are constantly working on being more inclusive, but I am really happy that we offer collections from an EU32 to EU52. By offering a range of sizes that cater to a diverse customer base, we are able to connect with a wider audience and create a more inclusive and empowering fashion community.
Would you say customer needs are a consideration when designing?
Absolutely, customer needs are at the forefront of our design process. We strive to understand and listen to our customers, ensuring that their preferences and desires are reflected in our collections. It was also so great working with the parade team on this product, as they have such a clear and close understanding of their community and customers. We learnt a lot from that process.
GANNI is a leader in sustainable fashion. What do you think of comments that sustainable fashion has typically excluded larger sizes?
Responsible fashion should be inclusive and accessible to everyone, regardless of their size. We believe that sustainability and inclusivity should go hand in hand. I think in the past, both fashion and sustainability have been seen as elitist arenas that were for the few. I think, for a long time in fashion, it was cool to be cruel. But at GANNI, we think it’s cool to be nice. It brings me so much joy to see so many different people wearing the brand.
The GANNI X Parade collaboration is available to shop from both GANNI and Parade’s respective websites, as well as select GANNI stores from July 12, 2023. Shop the range here.
