GANNI JOYRIDE SS23
This season, Ganni payed homage to its birth place, teasing SS23 as the sun set on the docks of Copenhagen.
Synonymous with bright, colourful, femininity, Copenhagen welcomed fashions latests protégés, mixing established designers with newer names. Emma Chamberlain, Phoebe Gates and Mia Regan were just a few amongst Ganni’s list of emerging talent taking seats on the harbour at Ofelia Plads. With the brands global appeal on the up in recent years, the rise of the #GanniGirl doesn’t seem to be slowing anytime soon.
“It's about Copenhagen being the place where our heart is. There’s a feeling about being in the city in summertime that I can’t quite explain” says Creative Director, Ditto Reffstrup. “The energy is pulsing, it really gets your beat going. It made us think about the rhythm of our hearts and the beat you see on a hospital monitor. That line is so beautiful - it's life. We used that life line as a symbol across the collection.”
Dopamine Dressing therefore remained front and centre, an ode to the energy of the Danish capital. Bright block colours of cyan blues, periwinkles, violets and tangerines featured strongly throughout the collection, pulling away from the typical prints we usually identify Ganni with. Further sentiments could be found in the wavy collars and hemlines embodying the pulsing heartbeat monitor even in the minutest of details.
Following their B- Corp certification, this is Ganni’s most sustainable collection to date classing 97 percent as responsible, meaning at least 50 percent of composition was certified organic, low impact or recycled. The vigorous process required the brand to answer over 300 questions covering the 5 key areas of governance, workers, community, the environment and customers, to which they received 90.6 points in total, putting them amongst the highest- scoring contemporary fashion brands to achieve the status. Receiving the most points in the environmental section, Ganni’s use of low-impact, recycled materials were in full display as they made their debut down the runway. Launching breakthrough textile Infinna™, a regenerated fibre with the soft, natural look and feel of cotton, premium quality textile fibres are created from rich cotton waste that would otherwise be burned or end up in landfill. Continuing the push for more sustainable textile alternatives, the brand resumed its partnership with Italian manufacturer VEGEA™- a super innovative fabric development with high proportions of left-over grape skin delivered from winemaking, excluding the need for toxic chemicals, heavy metals or other dangerous solvents. This summer, the Ganni VEGEA logo embossed chunky platform slide were a seasonal favourite.
Collaborations were a huge aspect of this seasons collection. The strong presence of denim lay thanks to Ganni and Levis third collaboration, with a campaign fronted by Ganni Girl, Emma Chamberlain. Compromised of eight styles, the range dubbed “Grow Up” is said to be inspired by nature and a “newfound love for gardening”, with highlight pieces including denim halter necks, maxi skirts and a delicate lemon yellow A- Line mini dress created using only natural dyes, a continuation of sustainability efforts. Chamberlain was spotted front row head to toe in Ganni sporting the yellow ensemble, paired with burnt red embroidered western boots, matching red cat-eye sunglasses, and a ruched mini bucket bag featuring an intricately woven floral design.
Upcycled pieces from heritage brand, Barbour also marked the first of many more expected collaborations to come. A main collection consisting of coats, jackets, a skirt and two bucket hats, it was a celebration of craftsmanship that payed homage to the hometowns of both brands. Classic styles and earthy tones took flashes of vibrant colours and extended collars. Barbours signature waxed cotton becomes reinvented with Ganni’s flair for patchwork and embellishment. Longevity and character created something playful but true to each of their DNA’s, with a deep commitment to responsibility on both halves, ensuring garments with long lives.
Alongside the main collection, a limited run of 50 jackets make up the “Re-Loved” line transforming iconic Barbour silhouettes with a Danish panache- each of which are completely unique.
‘We share a deep commitment to responsibility, which made this collaboration even more meaningful. We created something super playful and full of contrast that still stays true to both brands’ DNA.’ comments Reffstrup.
‘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,’ adds Paul Wilkinson, Group Marketing Director and MD USA at Barbour.
As the models came down the runway on their bikes for the finale, the undeniable feel good vibes Ganni continue to emit leave no doubt we are only witnessing the beginning of more to come, and if we weren’t already jealous enough of Scandi life, we definitely should.