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Press release   •   Nov 29, 2018 09:00 CET


Gina Tricot continues its design collaborations, this time, with one of social media’s hottest lifestyle and fashion influencers. The fashion chain aims to get even closer to its customers via digital shopping experiences. With that in mind, it has some exciting news for all sun-worshipping vacation lovers! In December, Gina Tricot will release a new swimwear collection with a feminine, retro-inspired design created in collaboration with the Borås-born, rising social media star, Matilda Djerf.

Gina Tricot continues to surprise and, for the first time ever, it’s launching a swimwear collection designed for winter vacationers. The collection consists of swimwear and beach accessories with a feminine design and cool retro vibes. Another exciting feature is the focus on variation and fit. With soft colours and floral prints, it’s the perfect mix for all sun-loving winter vacationers. Topping it all off, is a selection of the ultimate beach accessories that put a golden touch on every luxurious lunch, afternoon beach party and shady siesta.

“Matilda Djerf was an obvious choice for us! It’s the first time we’re releasing a design collaboration with an influencer. It’s also our first swimwear collection for winter vacationers. We always want to be close to our target group and for quite some time, Matilda has been one of our key ambassadors, actively involved in our social media network. She’s such a warm, engaging young woman, with solid values that are entirely in line with those we hold closest to our heart. And, she’s a Borås girl! Born and raised in Gina Tricot’s hometown. So it simply couldn’t be more right! I’m incredibly proud of the results. And, surprising our customers with new treats is going to be very exciting!” says Anna Appelqvist, Brand Director at Gina Tricot.

With a growing following that has already reached 390,000, Matilda Djerf is THE hottest new name in social media. She has a warm, engaging personality, a keen eye for fashion and solid views on how women can create a healthier self-image. These are important topics, like love and acceptance of your body, and feeling beautiful. It’s about developing an inclusive attitude, no matter who you are, or how you look. Each day, she inspires thousands of young women. In fact, Matilda was nominated for both “Instagram of the Year” and “Rising Star of the Year” at the social media awards “Guldtuben” in 2018. In close collaboration with Gina Tricot’s design team, Matilda’s vacation-inspired dream collection took shape, based on her own ideas and mood boards. Matilda was actively involved throughout the entire design process, from start to finish, contributing her thoughts on silhouettes, fit, fabrics, prints and colours.

“I’ve been shopping at Gina Tricot for as long as I can remember, so participating in a design collaboration feels almost surreal. It has been incredibly fun and I’ve really been part of the process in creating a swimwear collection that feels 100% me. I know exactly how I want a swimsuit or bikini to fit and feel. Of course, it should be figure-flattering, but most important of all is feeling comfortable. I hope that every woman will find her favourite and feel beautiful wearing it. And, I hope that women everywhere will create magical vacation memories in my designs. I’m truly honoured!” says Matilda Djerf.

The swimwear collection, MATILDA DJERF <3 GINA TRICOT will be launched online at on 6 December 2018.

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