Ganni x Levi's
Redefining Fashion through Connected Upcycled Pieces
In a bold move towards circular fashion, Ganni and Levi's introduced a unique collection crafted from upcycled denim, exclusively available for rental. The iconic Levi's Jacron received a transformative redesign, serving as the nucleus of a connected circular experience.
"Ganni x Levi's presents an eco-conscious collection ready to be experienced, not owned."
Aligning the Ganni audience with the ethos of circular fashion, this collaboration unveiled digitally enhanced backpatches, transforming the iconic Levi's Jacron into a gateway of immersive possibilities.
Guided by a personalised welcome from Ditte Reffstrup, Creative Director at GANNI, the immersive journey unfolded as a story-driven exploration.
The intuitive navigation allowed users to delve into style tips from the Ganni girls, embark on a behind-the-scenes journey, and share or discover Love Letters from previous renters—a hub intricately connecting the Ganni x Levi's community.
This emotional connection played a pivotal role in shaping each garment's unique narrative, contributing to the essence of sustainable fashion.
Exclusive filters accessible solely through the garment added a layer of exclusivity, providing users with a sense of uniqueness and fostering shareability within the community.
The Experience
Embarking on the IoT journey with this project marked a turning point in my career. We aimed to redefine the value of fashion pieces post-rental, challenging the conventional notion that their worth diminishes over time.
The core concept behind the campaign was to elevate the emotional value of each upcycled piece, turning it into a story-rich artifact through user engagement and storytelling. My responsibilities spanned content creation, directing photoshoots in global fashion hubs like Copenhagen, London, and New York, and collaborating with influencers.
Guided by a vision of intuitive navigation, I successfully advocated for a style reminiscent of popular social platforms at that time, such as Snapchat and Instagram. This approach allowed users to explore different facets of the mini app seamlessly—left, right, up, and down—reflecting the prevailing trend of engaging, viral-style content.
My Role
The impact of the Ganni x Levi's collaboration resonated strongly with the audience, evident in the compelling data metrics:
62.5% Repeat Engagement with NFC: The impressive repeat engagement rate with NFC technology underscored the captivating nature of the connected experience.
Average Session Length of 02m36sec: This extended engagement affirmed the success of the collaboration in capturing and maintaining user interest.
These metrics not only underscored the effectiveness of the campaign in terms of user interaction but also laid the foundation for future innovative endeavors in the realm of sustainable fashion and connected experiences.
Impact
