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The GANNI X Barbour Collection outlet online Brought The Coolest Fashion Crowd To East London

As you might expect, a GANNI x Barbour launch brings out a cohort of London’s most-watched fashion plates. Last week, inside the dimly lit Bistrotheque restaurant in east London, star-studded guests - from acclaimed designer Priya Ahluwalia to artist Polly Nor - , came out in droves to celebrate the first partnership between the beloved Scandi cool-girl brand, founded by husband-and-wife-duo Ditte Reffstrup and Nicolaj Reffstrup, and the timeless British heritage brand.

Guests were treated to live music from the venue's occupying musician Xavior, as they toasted the new collection fashion editors will undoubtedly boost to the top of their winter wish lists this year.

The two-part collection – which consists of nine stellar garments, and a second drop featuring outerwear comprised of upcycled and deadstock pieces (quick-off-the-mark shoppers would have already seen a glimpse of the collection on the runway in August during Copenhagen Fashion Week) – is an ideal amalgamation of both brands.

Fans of the decades-old label Barbour will be pleased to know the main ready-to-wear collection includes the hallmarks of the brand synonymous with the British countryside, which was established in 1894. With price points ranging between £55 to 475, choose from garments imbued in waxed cotton, and pops of vivid carmine-red and neon stitching. Elsewhere, motifs are ubiquitous across coats and accessories in tonal hues. During a time when making the most of our well-worn pieces is not only encouraged, but necessary to protect the planet, the ‘Re-loved’ line is ideal for those looking to stock up on versatile items while adding a piece of fashion history to their wardrobes.

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The special edition ‘Re-loved’ line includes GANNI iconography emblazoned across denim pieces which sync up with Barbour’s demure style codes, not to mention the inclusion of 50 coats and jackets with exaggerated zingy corduroy collars. Among the most covetable pieces? One-off embroidered floral hooded coats and practical spliced denim jackets.

‘I’ve always been a big fan of Barbour,’ said GANNI creative director Ditte Reffstrup of the partnership. ‘Their outerwear is so iconic, you just want to keep their pieces forever, the design is so timeless, and the quality is simply that good. We created something super playful and full of contrast that still stays true to both brands’ DNA.’

Barbour’s Group Marketing Director and US MD, Paul Wilkinson agreed the creative alignment of the brands was overdue. ‘Extending the life of our garments has been at the heart of our business for over 100 years and it’s been exciting to work with GANNI as we both share similar brand values.’

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Although shoppers won’t be able to click ‘add to cart’ for a little while longer ­– the collection is due to be released on November 1 – we’d advise keeping tabs on the line, which is sure to be an instant sell-out. It’s only a matter of time before #GanniGirls Dua Lipa and Mia Regan are snapped stepping out in highly coveted GANNI X Barbour pieces. Get your wallets at the ready.