GANNI highlights technological innovation for SS24

GANNI’s runway show is one of the most anticipated shows of every season at Copenhagen Fashion Week, there’s no doubt about that. For SS24 what we have gotten from the brand has covered the dossier. In addition to presenting three dream collaborations, GANNI wanted to explore in this SS24 the use of Artificial Intelligence at the height of the debate about whether this new technology is optimal for humans.

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Ganni worked with artificial intelligence artist Cecilie Waagner Falkenstrøm to create five intelligent robots in the shape of talking trees, programmed to represent the Ganni girl. From what came out of the trees’ mouths, the Ganni girl likes to stay up late, but she also cares about sustainability. This initiative for the parade space has uncovered the kinder, more thoughtful side of AI, where perfectly the purpose can be to do good.

Ditte Reffstrup, Creative Director at GANNI confesses her concern around the debate. “Recently, it feels like something else to panic about. But I was thinking about the potential of AI for good. As a mother of three, and as a woman running a business, I think a lot about how to raise my kids to be kind, to be safe, to be responsible. It’s the same with GANNI, how do we make this brand become the most responsible business it can be? So we worked with Cecilie to create a GANNI AI that was embodied in a physical form, something natural, my first thought was trees, they are a symbol of hope and life,” she says.

Along with the obvious exploration of the use of AI, GANNI’s new season has unveiled debut collaborations alongside Ace & Tate and New Balance, as well as with model Paloma Elsesser, who they have worked with before, on a capsule of size-inclusive pieces including dresses, blouses, sheer and draped pants.

As for the overall collection, GANNI pays homage this season to the Copenhagen girls who are the heart of the brand and also celebrates transformation, change and positivity, creating their first complete collection without natural curling, not even in accessories. To replace it, they have relied on the work of an innovative textile start-up Oleatex, which manufactures an alternative to leather from the waste of olive oil production. And for other types of fabrics they have also counted on Algreen, which makes plastic-free biological sequences made from algae and agricultural waste that can be recycled, and Circulose, which transforms textile waste into a new material without the need for cotton fields, oil or trees.

In addition to creating looks each season that are more upscale than the last, technological innovations play a crucial role at GANNI in making fashion more circular. From the inside, the brand implements these innovations on its catwalks to promote them and, over time, create commercially scalable businesses. Only by betting, taking risks and raising awareness can you get the necessary echo for other brands to follow suit. And GANNI knows this very well.