Danish luxury brand GANNI unveiled its second, eagerly awaited collaboration with New Balance on the Copenhagen Fashion Week SS24 catwalk last week and refreshed the New Balance 1906R and RC30 sneaker for a limited edition of three unique models.
The two brands celebrated their renewed collaboration with a party at the Apollo Bar, where a number of GANNI friends, including Copenhagen's finest, Adidadi and Are We On Air Arman Naféei, got the guests dancing.
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“We're so excited to present our second collaboration with the New Balance team. Honestly, we had so much fun working on it. There is such creative synergy between us and a lot of mutual respect for what we both bring to the table. I love working with people and reaching new creative heights together. I can't wait to dance in it!”
- Ditte Reffstrup, Creative Director, GANNI
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“Our teams at New Balance couldn't be more excited to work on another project with GANNI; our brands share an organic connection and a vision of creativity. Our second collaboration is just as brave as our first, but tells a completely new story. We can't wait for consumers to get a taste of this next chapter!”
- Lauren Fitzsimmons, Marketing Manager, EMEA at New Balance
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The energy of this campaign was illustrated by Brooklyn-based cartoonist Suerynn Lee, who works for the New York Times.
Lee drew playful scenarios with witty cameos of GANNI creative director Ditte Reffstrup and New Balance ambassador and tennis superstar Coco Gauff – a reinterpretation of classics and a playful take on sports in everyday life.
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The campaign can be seen on billboards in cities such as Copenhagen, London and New York.
The models are an allusion to the runners of the 2000s and come in the colors Egret and Blazing Yellow on the market.
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The New Balance x GANNI 1906R sneakers are releasing this month, please keep an eye on our Sneaker Release Calendar.
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About GANNI
GANNI is based in Copenhagen and is led by the couple Ditte Reffstrup, creative director, and Nicolaj Reffstrup, founder. In recent years, GANNI has developed exponentially with its Scandi 2.0 style full of personality and contrasts.
GANNI is about making people who wear their clothes feel even more self-confident and capable of anything. GANNI has offices in Copenhagen, London, Paris, New York and Shanghai and is represented in more than 600 of the world's best retail stores as well as in more than 40 GANNI stores in Europe, the USA and Asia.
Photos via New Balance
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