LONDON – Ganni was doing nicely earlier than the pandemic, with shops opening within the UK and the US; a legion of influencers who could not get sufficient of their extravagant leopard print collections; exhibits that have been the preferred ticket to Copenhagen Trend Week, and a few fairly epic after events.
Shopper curiosity has remained regardless of the challenges posed by present COVID-19 restrictions – its outsized collars, roomy knits, and fundamental leather-based dividers met many work-from-home wants. Nonetheless, the energetic Danish label wasn’t afraid to return to the drafting board and hit restart.
On the one hand, it is about embracing extra inclusive presentation codecs fairly than sticking to custom or attempting to imitate the catwalk format on display.
“We love taking a extra optimistic and inclusive strategy to style week and with a digital idea, we will get everybody on the visitor record,” mentioned Ganni Inventive Director Ditte Reffstrup. “Final yr we received a lot nearer to our group and this yr we needed to proceed that to thank them and allow them to know that no matter they’re going by way of, they aren’t alone.”
Even final summer season, when the model had the chance to placed on a bodily present, they opted for a figital show format that featured artwork, pictures and enclosure writing by feminine creatives from world wide. Now that Copenhagen is on lockdown and style week needed to change to a digital-only format, Ganni retains the spirits up with a digital music live performance as a substitute of a present.
The final word purpose? “Make folks really feel one thing,” mentioned Reffstrup, who has at all times had a love affair with the music scene. “Music is my greatest supply of inspiration, it has been since I used to be an adolescent rising up in a small fishing village, the place my solely window to the world was MTV,” she added, remembering the 10th anniversary celebration of the label the place she joined. to her. invited to bop within the rain, whereas Danish pop star MØ carried out her hit “Lean On.”
Reffstrup chosen three musicians for the digital live performance, together with Copenhagen-based Coco O; Zsela Thompson, singer-songwriter from New York, and Deb By no means from Los Angeles, greatest recognized for her mixture of grunge guitar and shifting hip-hop beats, getting them to file a mixture of covers and authentic tracks particularly for Ganni.
The behind-the-scenes course of has been teased on the label’s Instagram feed and can culminate right this moment with a efficiency that may shut Copenhagen Trend Week.
In what has developed to be a “branding second” about presenting a set, you possibly can see glimpses of the model’s fall 2021 assortment, together with bursts of 90s-inspired electrical vitality, body-hugging clothes, Metallic denims or a cashmere gown pays tribute to Princess Diana.
“The whole lot is rather less comfy, tighter and sexier, prepared for when the world reopens, ”mentioned Reffstrup.
Within the spirit of change, the label can also be making some daring sustainability commitments. Regardless of sustained shopper urge for food, it has pledged to scale back the scale of its common collections by 40 p.c, with “extra frequent product drops that higher mirror the season we’re in.” It’s also steadily growing the variety of accountable materials in its collections: By fall 2021, 80 p.c of the materials used have been recycled, licensed, or natural, and the last word purpose is to achieve 100 p.c.
Her Ganni Kiosk line, which launches each style week, has additionally been reinvented within the type of rent-only “stage” items created from recycled supplies in collaboration with younger Copenhagen inventive Nanna Bernholm.
Watch Ganni’s present reside right here: