gemme with gina tricot

Rent is the new new – As part of its sustainability journey, Gina Tricot is launching a unique collaboration with Gemme, the fashion industry’s online walk-in closet, where users share their own designer garments and accessories or get access to exclusive wardrobe “gems” directly from other fashion lovers, including some of the country’s most well-known style profiles. This winter, a specially designed rental capsule collection will be released, featuring exclusive, handcrafted dresses in luxurious fabrics. The collection will be available for hire on gemmecollective.com from 17 November.

Gina Tricot’s launch of its own Rent concept in stores was an immediate success. The next step is an exclusive collaboration with the Swedish online rent-to-wear service Gemme, which offers fashion lovers in Stockholm and Gothenburg a way to share designer garments and accessories with each other. The service also offers exclusive “gems” directly from some of Sweden’s trendiest influencers and style profiles. Contributing to a more sustainable fashion future is the goal, making it easy and fun to share clothes with others in a digital platform that offers something for everyone.

“We want to make fashion easily accessible for everyone, in the same, simple way that we now stream music. By hiring, you gain access to unlimited variation and high fashion at a fraction of the price, and you’re also caring for the planet. Together with Gina Tricot, we can reach the next generation of fashion consumers – people who will determine the future of fashion and the planet – and get them on board for the journey,” says Emelie Gustafsson Maistedt, one of the founders of Gemme.

In mid-November, Gina Tricot and Gemme will launch a specially designed rental capsule collection. The limited collection, in which items can be hired only through gemmecollective.com, consists of four exclusive, hand-sewn dresses that focus on a high level of fashion. These unique “power looks” in sizes 34 to 46 feature intriguing silhouettes and cool designs, voluminous sleeves, intricate details and fabulous fabrics. The collection was conceived in a mutual design collaboration and locally produced in Gina Tricot’s hometown of Borås, Sweden by XV Production –a visionary and progressive in-house concept in textile design and production. Each dress is a genuine work of art, with a value of approximately SEK 2,700–4,000 each – but customers will be able to rent the garments at very reasonable prices. When the hired garments are returned, they are sent to textile washing facilities so they are clean, fresh and spot-free for the next user.

“After the success of our Rent concept in store, it was a natural step to take the process further to a digital platform. With the online rental service Gemme as our partner, a young, exciting company that focuses on fashion, we can reach out in a new way with a specially designed collection that appeals to our shared target market. The customers can hire their dream looks and match our dresses with shoes and accessories from famous fashion brands,” explains Karin Westas Norlander, Communication & Concept Director for Gina Tricot.

“The campaign, which will be featured in Gina Tricot and Gemme digital channels, was photographed with an eclectic mix of fashion profiles to inspire customers and show that everyone can wear their dream outfit, and with personal touch as well. As the next step, the campaign will continue in social media, where everyone will have the opportunity to share their looks by using the hashtag#gemmexginatricot. This way, we can follow the collection’s journey, from person to person, and customers can join us on the journey to a more sustainable fashion future – a community where we can enjoy fashion together and inspire one another. Together with the target group, we’ll gain momentum in the sustainability journey, while also promoting a more circular approach to fashion and consumption.”

This exclusive, limited collection, “Gemme with Gina Tricot”, will be launched on 17 November 2020. It will be available only online in Sweden at gemmecollective.com. The campaign will also be viewable on ginatricot.com and in social media channels, and with the hashtag#gemmexginatricot