When a beloved fashion brand (Ganni) links up with a beloved nostalgia staple (Juicy Couture).
In 2022, there are a few elements of a fashion launch that can position it to go viral. There's the brand itself, and whether it has a large, devoted following it can harness to drum up excitement. Then, there's the novelty or even surprise factor that the product brings to the market. Finally, there's the extra credit if it taps into some trend or conversation in the zeitgeist — like, say, late '90s and early aughts nostalgia.
"The Juicy Couture velour tracksuit is such a strong symbol of the aughts aesthetic and draws on such a strong cultural reference," Ditte Reffstrup, Ganni's creative director, writes in an e-mail. "Being able to rework a Y2K classic of this caliber has been so much fun! And adding that, to be able to bring it back in a more responsible version is a total dream scenario."
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