The noughties are well and truly back. Iconic styles that defined the era such as low-rise jeans, baguette bags, crop-tops and colourful sunglasses are dominating street style and celebrity fashion, with models like Bella Hadid regularly seen adopting the Y2K aesthetic.
Scandinavian brand Ganni is now also tapping into the resurgence, by collaborating with a label that defined the era, Juicy Couture, and specifically the divisive, zeitgeist-capturing item worn by that decade’s biggest trendsetters in the early Noughties: the velour tracksuit. Thanks to the likes of Britney Spears, Jennifer Lopez, Paris Hilton and Nicole Richie, having a bedazzled ‘Juicy’ emblazoned across your backside became the ultimate signifier of cool.
Ganni and Juicy Couture have created a fresh take on the signature look, with a 13-piece collection created from a mix of certified organic and pre-consumer recycled cotton and polyester, making it the most responsibly produced version of the tracksuit to date.
The collection not only includes the iconic tracksuit but also t-shirts, caps, dresses, tops and leggings that all channel the now-cult Y2K aesthetic throughout.
We spoke to Ditte Reffstrup, one half of the husband and wife duo behind Ganni, about the collection and which noughties style icon she imagines wearing it.
Y2K IS HAVING A RESURGENCE – WHY DO YOU THINK EVERYONE IS SO OBSESSED WITH THE NOUGHTIES AND NINETIES AT THE MOMENT?
“Personally, the nineties have always been my favourite decade. I think growing up as a teen in the nineties was so special, the music scene, the movies – it all felt so captivating. There was something dreamy about the simplicity and optimism of that time that I think is a natural attraction. I’m also forever inspired by that era of style – it was all so laidback yet really stylish.”
THE VELOUR TRACKSUIT WAS A DIVISIVE FASHION ITEM AT THE TIME, DO YOU THINK THAT WILL STILL BE THE CASE TODAY?
“When Juicy tracksuits became an icon in the early years of 2000, I was in my twenties working in retail in Copenhagen. I remember being obsessed with the look. The rhinestone embellishments, the colours, it was such a strong look. Today, it’s so fun to see our younger team members embracing the Y2K trends and reliving the iconic millennium looks. I love how fashion doesn’t abide by rules and I think this collection definitely underlines that.”
WHAT PROMPTED THE PARTNERSHIP?
“Juicy is the epitome of West Coast fabulousness and Ganni signifies the Scandi 2.0 way of dressing; full of contrasts and personality. I think there’s an unexpectedness in the juxtaposition of the two brands that makes it work and it feels fun and fresh.”
IS THERE ANYONE FROM THAT ERA, IN PARTICULAR, YOU IMAGINE WEARING THE COLLABORATION?
“I mean Britney Spears is such an icon, she was a huge trend driver of the Juicy Couture tracksuit. Having her wear the collection would be pretty major. Of course icons like Britney Spears, Jennifer Lopez and Paris Hilton came to mind when we first started working on the collab.”
From Harper’s Bazaar UK