• GANNI X LEVIS

    Written by Fashion Tales

    Danish fashion label GANNI and iconic American denim brand Levi’s® are back for a second collaboration of timeless denim jeans, jackets, dresses and tops, each made to last using cottonized hemp.

    Building on the previous upcycled, rental-only GANNI & Levi’s® “Love Letter” collection that launched in August 2020, the latest collaboration celebrates both brands’ efforts towards responsible fashion, sustainability, and design innovation—this time using denim crafted from cottonized hemp. Hemp generally requires less water and fewer pesticides in cultivation than conventionally grown cotton. The hemp blended into these garments comes from rain-fed hemp crops, which reduces water usage even further. It is then treated in a way that softens — or “cottonizes” —the fiber, making it look and feel indistinguishable fromcotton.

    We’re huge fans of GANNI’s work and this collaboration was an opportunity to inject their signature and effortless femininity into Levi’s® iconic denim, using next level sustainable materials with cottonized hemp. It’s been amazing working with the GANNI team, we both share a passion for authenticity, originality, and sustainability. Ultimately, we set out to inspire authentic self-expression - creating unique and easy pieces that people fall in love with, and wear again and again and again.” – Karyn Hillman, Chief Product Officer, Levi’s®.

    The new collaboration plays off the brands’ mutual appreciation for one another by combining their signature design details, with each piece featuring the Levi’s® x GANNI unique back patch. Featuring standout denim dresses with Peter Pan collars, limited-edition GANNI prints, and ‘70s-inspired shapes, the collection builds on the heritage and authenticity of Levi’s® iconic styles with GANNI’s playful design signatures and hero shapes sprinkled throughout, all in innovative, responsible materials.

    Working with Levi’s® has been so much
    fun. From the moment we met, there was instant chemistry and we really felt aligned on our visions from the very beginning. We’ve learnt so much along the way about new fabrics and the craftsmanship of great denim. I remember stepping into the Levi’s® HQ and seeing team members wearing GANNI and Levi’s® together and thinking; this collaboration feels so right. The collection is all about timeless pieces that you want to wear over and over again. It’s classic denim with a few playful details that just get even better with time. We hope people will wear them forever.” – Ditte Reffstrup, Creative Director, GANNI

    To celebrate the coming together of the two brands again, the campaign was shot by London photographer Rosie Marks in London, Copenhagen and San Francisco. The 14-piece ready-to-wear collection of dresses, shirts, jackets, jeans, T-shirts and sweatshirts will be available to buy on GANNI.com, Levi.com, Levi’s® and GANNI stores globally as well as select wholesale partners in February 2021.

  • Acclaimed makeup brand Pat McGrath Labs launch collection at Sephora Scandinavia

    Written by Yasmine Mubarak by Fashion Tales

    Makeup Artist Pat McGrath has revolutionized the beauty industry for more than two decades. She has been on the front line of countless runway shows, being responsible for the make-up looks for brands such as Prada, Miu Miu, Gucci, Lanvin, Louis Vuitton, Bottega Veneta, Givenchy, and Alexander McQueen to name a few.

    Not to mention, worked with countless magazines, advertisements such as Cover Girl and created luxury cosmetic brands. In 2021 she was made ‘Dame Commander of the Order of the British Empire’ as the first makeup artist, for her service in the fashion and beauty industry. And the queen of fashion, Vogue’s Anna Wintour preached McGrath as ‘’the most influential makeup artist in the world.’’.
    After years of working within the industry, she launched PATH McGRATH LABS, a bold collection composed of essential, iconic products that helps you recreate the beauty looks of the makeup artist's continuing legacy. From eyeshadows to eyeliners to foundation and lipstick, McGrath has created a wide range of shades for different occasions that adapts to every skin tone. The collection is set to please both the industry professionals as well as the makeup enthusiasts at home. An exclusive preview of the base collection, that will launch at Sephora Scandinavia shows a deep range of products and we are here for it.


    I am always on the search for that “perfect red lipstick” and Pat McGrath Labs lipstick Elson 003 is definitely one of my top fives. I look forward to trying more from her brand when it launches at Sephora” Elva Ahlbin, Makeup artist and beauty editor

    Pat McGrath's Labs will be exclusively available from April 2021 in Sweden and Denmark’s flagship stores’ and online at sephora.se

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