Premiere today for Gina Tricot's collaboration with Emma Elwin/Make it last titled Scandinavian it girls. Earlier we've seen Pernille Teisbaek from Denmark and later on it's Norway's turn with Hanneli Mustaparta. A very clever campaign if you ask me, which targets Gina's biggest markets AND drives traffic from three very big and professional bloggers.
The launch today appeals a little extra to me, since it focuses on sustainability. Am very curious on what Gina Tricot had in mind there, they have been participating in the buy and throwaway culture for quite some time with their low prices and lacking quality (not only them of course, this is how many chains are build up and it's a whole different discussion on whose fault that is).
So what did Gina Tricot come up with? A pre summer collection with sleek lines and white boho elements (hello there little caftan, come to mama!). Thankfully it's far from the ecologic is boring kinda vibe that was popular in the midst of the 00s, where everything sustainable was beige and ugly. And it's still in Gina Tricot super cheap prices, which makes me a little suspicious - where did they cut those costs? But anyways, props to Gina and Emma for a very nice campaign, spot on!
Denim trousers in Tencel, which is a nicer version of rayon - a regenerated fibre from cellulosa (yes, like a christmas tree in a pair of pants-form). The shirt is said to be Tencel too, but stated as 100% cotton in the online shop (which I dearly hope is wrong because that would be a monumental failure). Insert emoji with heart eyes!! (Yes, this is where I forget I actually hate boho in the winter. Enter denial of boho hatred and wear frilly tunics, skirts with pearls and neon embroideries in the summer - CHECK) Culottes. Everyone will have to buy culottes this summer, otherwise the stores will drown in them. The no 1 silhouette for this summer.Beautiful! Emma reminds me a bit of Emma Watson, probably a lot because of her name and accent but also for her spirit in fighting for a good cause. Keep it up!