Ganni SS24 RUNWAY REPORT COPENHAGEN FASHION WEEK is out, and they have hit the trends spot on and dropped the bomb on collaborations with the brand. Based in Copenhagen and owned and run by husband-and-wife team Creative Director Ditte Reffstrup and Founder Nicolaj Reffstrup, Ganni has developed exponentially with its Scandi 2.0 sense of style. We have followed since we first hit the COPENHAGEN FASHION WEEK scene.
Ganni SS24 RUNWAY REPORT Hello World
Entitled “Hello, World!” Ganni’s spring/summer 2024 collection was inspired by the rise of artificial intelligence (AI), exploring the relationship between humans, technology and nature. Don’t get scared; we will still need to clothe real people.
The collection began with a brief from ChatGPT.
Before starting work on her latest collection, Ganni’s creative director, Ditte Reffstrup, talked to her husband and the brand’s founder, Nicolaj, about AI technology. “I put together a design brief by way of ChatGPT, and it was pretty convincing,” Nicolaj stated. “The first reaction was, ‘I might not have a job tomorrow’,” Ditte adds.
While the design team didn’t take the brief literally, it provided the starting point for the collection. “It’s very Ganni: lots of outdoors, flowers, a very soft aesthetic, but then there’s this futuristic feeling and structured silhouettes,” the creative director continues.
There were talking AI Trees.
Complementing this season’s theme, Ganni worked with AI artist Cecilie Waagner Falkenstrøm to create five “more humanised” AI bots in the form of living trees that talked (via speakers hung from the branches), programmed to represent the Ganni girl. Like Ditte, the AI Ganni girl likes to stay up late and dance on tables at parties but also cares about sustainability and B-Corp certification.
Paloma Elsesser teased her new collaboration with Ganni.
Real-life Ganni girl Paloma Elsesser – who first appeared on the runway for the Danish brand in January 2020 – teased her new five-piece collaboration with Ganni on the runway, wearing a draped hooded dress. “I would normally say I don’t have a muse, but Paloma is one of my few heroes in the fashion industry,” Ditte explains how the collaboration came about. “It was a no-brainer to ask her if she wanted to create something [together].
Next-gen materials were made from olive oil and algae.
Ganni has long been a champion of eco-friendly material innovations, from Pyratex’s banana waste fabric to leather alternative Ohoskin, made from orange and cacti waste. “Materials are predominantly where our carbon footprint is derived from – it’s so important that we support these innovative new businesses,” Nicolaj says.
There were talking AI Trees.
Complementing this season’s theme, Ganni worked with AI artist Cecilie Waagner Falkenstrøm to create five “more humanised” AI bots in the form of living trees that talked (via speakers hung from the branches), programmed to represent the Ganni girl. Like Ditte, the AI Ganni girl likes to stay up late and dance on tables at parties but also cares about sustainability and B-Corp certification.
The Ganni girl’s sneaker of choice is New Balance.
While Adidas Sambas and Salomon’s trail-ready Advanced Xt-6 sneakers compete to be the It girl’s trainer of the summer, the Ganni girl’s sneaker of choice is New Balance. After a sell-out collaboration last year, a new see-now buy-now offering – including an eye-catching yellow design – was shown on the catwalk.
“It’s so much fun working with the New Balance team,” Ditte says. “We’ve worked with some classic silhouettes in our [signature] colour combinations; you can see the Ganni in it.”
This season, three materials from the brand’s Fabrics of the Future initiative appeared on the runway: Oleatex, a leather alternative produced using olive oil production waste; Algreen, biodegradable and recyclable sequins made from seaweed and agricultural waste; and Circulose, a recycled material made from 100 per cent discarded textile waste.
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