Danish label Ganni has tapped London-based designer Priya Alhuwalia for a 19-piece women’s apparel collection. Known for her upcycled men’s designs, Alhuwalia’s collab with Ganni marks her first entry into womenswear. Reflecting Alhuwalia’ commitment to sustainability, the collection is made of reworked pieces left over from Ganni’s 2020 collections.
The collab came about when Ganni creative director Ditte Reffstrup discovered Alhuwalia’s label through mutual friends and reached out to her.
Commenting on the effort in an interview with Vogue, Alhuwalia said, “To be honest, a bigger brand will often want to work with a smaller one, but they just want to take and not really give much back, but this has been nothing but a pleasure.
“As well as designing the product together, this has been so instrumental for my business and supportive of me as a small designer. I speak to Nicolaj on a regular basis about business strategy, I spoke to the e-commerce team about my new website, and it’s been really great for me to learn about a womenswear business from the inside. I really just launched as a menswear designer because it was just me in the beginning, and I couldn’t do it all. So it will be really nice to have my voice in the women’s market.”
“I am really excited about Ahluwalia’s first official venture into womenswear and I am so honored it is with Ganni. She is going to achieve great things.”
Priced from $95 for a t-shirt up to $375 for a jumpsuit, the collection drops on April 23, 2021 on ganni.com.
Have a look at some campaign images below.
