Ganni x Levi's
Redefining Fashion through Connected Upcycled Pieces
Ganni and Levi’s joined forces to create a fully upcycled denim collection, available exclusively for rental. Each piece became a connected object, linking circular fashion with digital storytelling.
"Ganni x Levi's presents an eco-conscious collection ready to be experienced, not owned."
The experience was designed as a Mini App, a lightweight mobile experience that opened instantly when scanning the garment, with no download required.
Each piece had its own dedicated digital space, accessible only through that item, creating a direct and personal connection between the wearer and the piece.
Upon scanning the patch, users were greeted by Ditte Reffstrup, Creative Director of Ganni, and invited to explore an interactive, story-driven experience.
The interface offered style tips from Ganni girls, behind-the-scenes insights, and a Love Letters hub where renters could read messages from previous wearers and leave their own, extending the garment’s story across multiple lives.
The navigation, inspired by social media gestures (swiping left, right, up, or down), made the experience intuitive and aligned with the audience’s digital habits.
Exclusive digital filters accessible only through the connected piece reinforced the collection’s sense of uniqueness and shareability.
Connected Denim
The creative direction focused on turning post-rental garments into story-rich artifacts, elevating their perceived value through participation and emotion.
Responsibilities included defining the concept of the connected experience, shaping the user journey and interface, and directing content production across Copenhagen, London, and New York.
Collaboration with influencers and creative talents helped expand the storytelling dimension, ensuring that each touchpoint reflected the collection’s ethos of sustainability and community.
Approach
The collaboration achieved strong engagement and helped establish a new benchmark for connected circular fashion.
It aligned Ganni’s progressive audience with the values of circularity and collective ownership, transforming each upcycled piece into a living, evolving narrative.
By merging digital access, storytelling, and physical craft, the project demonstrated how IoT-driven experiences can deepen brand connection and cultural relevance within sustainable fashion.
Projects and results are presented for illustrative purposes. Information is based on public sources and project reports.
Images adapted from public materials. © respective brands.
Impact
