The unique initiative will help encourage sustainability.

Words by Jessica Davis

Courtesy of Ganni

Scandi label Ganni and luxury resale site Vestiaire Collective are working together in an effort to make the fashion industry more circular. Members of the Ganni Girls community (an Instagram hashtag used by real women who wear the label) will demonstrate how to style old and new Ganni pieces and other labels from Vestiaire, as well as sharing their tips for a sustainable wardrobe.

Ganni x Vestiaire Collective Old + New = Now is the first time that the online retailer has partnered with a fashion brand like this. The partnership features a four-part video series, which will see interviews and a collection of still-life images.

Danish models Caroline Bille Brahe and Chili Did, musician Flame Faire and model, interior stylist and creative director Christine Sofie will all take part in the initiative, which aims to raise awareness of circular fashion consumption.

“I have always loved vintage,” Ditte Reffstrup, creative director at Ganni, says. “It ensures clothes are loved forever, gives everyone freedom to express their own style, and enables reinvention of our wardrobes in a circular way.”

“I love seeing how my friends and the cool Copenhagen girls in each video style up newer Ganni pieces with pre-loved. Adding their own personality makes everything look individual and unique.”

Courtesy of Ganni

Fanny Moizant, co-founder and president at Vestiaire Collective, echoes this excitement for the project: “Both Vestiaire and Ganni want to change the way we consume fashion, and I think by giving a second, third or even more life to clothes, you’re already bringing that sustainability mindset.”

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This article first appeared on harpersbazaar.com/uk/