Press release -
Lou Dehrot with Gina Tricot
In winter 2020, Gina Tricot launched the limited-edition jeans collection from Lou Dehrot Seated Jeans, created in collaboration with designer Louise Linderoth. The garments flew off the shelves. Now a second collection is being launched for spring, with new styles and updated washes.
Designer Louise Linderoth is not afraid to challenge the traditional fashion scene. Her passionate, inspiring dedication to innovative design is the driving force as she mixes problem-solving and aesthetics, with the body as her focus. With a dream of continuing her research in the design of jeans in relation to a sitting position, Louise is now launching a second limited-edition jeans collection, Lou Dehrot Seated Jeans, in collaboration with Gina Tricot.
“We worked from the first collection, using all the feedback that we received, to develop the new jeans for the second collection. We made the legs significantly longer after receiving many requests to do so. We also improved the fit in the sitting part of the garment. These 2.0 jeans are higher at the back of the waist and the balance point is more forward-leaning. The best part of the collaboration with Gina Tricot was being able to influence and develop the representation of the body in fashion. It makes me indescribably happy to hear that a person can finally wear jeans. Knowing that someone feels represented in a context of encouragement and dignity makes me even happier,” explains designer Louise Linderoth of Lou Dehrot.
“These jeans were very popular and many styles sold out when we launched the first Seated Jeans collection. It’s clear to us that there’s a need for them. Louise is an innovative designer who dares to challenge traditional ideas of fashion. We definitely wanted to continue our collaboration for the spring. Together we can increase awareness and create positive change for a more inclusive fashion industry,” says Karin Westas Norlander, Brand & Marketing Director for Gina Tricot.
The limited-edition jeans collection will be launched on 14 May and will be available online at ginatricot.com
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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.
