Press release -
gina tricot launches a denim remade collection, styled and fronted by nina sandbech
With circular fashion in focus, Gina Tricot continues to make new clothing from remade jeans and leftover fabric remnants. The fashion retailer has previously released several popular denim remade collections, such as "Designed by Hanna MW", a very successful campaign that sold out in just a few hours.
Now, Gina Tricot is launching its spring denim remade collection called "Seams Like New". This campaign is both styled and fronted by Norwegian profile Nina Sandbech, who is often recognized for wearing and creating her own denim remade looks. "Seams Like New" consists of trendy jeans, skirt, tops, and flower brooches in denim. The entire collection is fashioned exclusively from reworked and re-used denim from the previous season. This means that no new fabric has been manufactured for this collection – resulting in a production process with minimal climate impact. The collection was produced in cooperation with XV Production, a visionary studio focused on textile design and more sustainable production and run by women entrepreneurs. Gina Tricot and XV Production have enjoyed several successful collaborations in the past.
"I've personally done some denim remade and find it to be a really cool way to renew clothes I already own. Compared to buying new items, it's a great way to breathe new life into old clothing. When Gina Tricot approached me to be the face of their campaign, I eagerly accepted, both because I'm interested in the concept and because I think it's a fantastic initiative from the company. It's also exciting that they collaborated with XV Production in Borås, where everything is sewn locally, giving old denim leftovers a new lease on life. I particularly love the denim roses from this collection, which can be styled with anything, as well as the long denim skirt which I adore” says Nina Sandbech.
The "Seams Like New" collection will be released at 10:00 CET on 23 February 2023, online at ginatricot.com and in selected stores.
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Gina Tricot is a Swedish fashion chain offering exciting, feminine fashion to women in over 30 countries. We don’t complicate things. Our strength has always been keeping things simple, which applies to our designs and working methods alike. We have a passion for fashion, with the goal of offering customers a new and exciting shopping experience.
