Lululemon and Copenhagen fashion brand Ganni have announced a new collaboration that is inspired by movement.
The new collection is set to launch worldwide on 15 October, and was designed for exercising, dancing and everyday wear, according to the business in women’s accessories and footwear.
Some of the items within the collection include classic popular styles such as the Define Jacket, which was reimagined through Ganni’s design lens.
.Additionally, there will be a marketing campaign titled “Joy Is A Power Move Campaign” which features actress Jennifer Beals and dancer Metter.
The campaign’s short film showcases rehearsals and performances which highlight the brand’s pieces in an everyday setting.
The new collection will be available online on the retailer’s website and in select retail stores across North America, Europe and Asia-Pacific.
Ditte Reffstrup, creative director at Ganni said: “I’ve always been drawn to the energy, determination and sense of freedom in those films, and the way dance becomes such a powerful form of self-expression.
“For the collection, we brought that 80s dance energy into the colours and details, then mixed it with Ganni signatures like leopard and frills, and lululemon’s world of movement.”
Jonathan Cheung, global creative director at Lululemon said: “It all comes from movement. When we first started talking about the collection, Ditte said her movement practice was dance, and everything flowed from there.
“What I love about this collection is its use of our technical materials combined with the iconic Ganni style.”
The fashion brand has been executing a new strategy that involves collaborations and expanding its assortment to push towards better profitability.
This expansion comes after the business recently reshuffled its leadership team to improve its declining sales.
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