Translated by Bethszabee Garner
Ganni has won the hearts and, at the same time, the wallets of fashion lovers. The embodiment of Scandinavian style in the highest sense, the brand has made a name for itself in a fast-paced industry by promoting responsible values and offering original collections with timeless cuts. Combining boldness and eclecticism, the label has risen through the ranks thanks to its colorful and ultra-modern DNA. Who could have missed the Ganni leopard print blouse, the flagship piece of 2024? Today, the brand founded by Nicolaj and Ditte Reffstrup in 2000 unveils its spring-summer 2025 collection through a refreshing campaign, in which we're taking you behind the scenes.
Ganni has fun with contrasts…
Presented to the press during Paris Fashion Week, the spring-summer 2025 collection is a game-changer for Ganni. Accustomed to much more sparkling looks, the Scandinavian brand plays with contrasts while pushing the boundaries of innovation. The materials are transformed by modernity and the silhouettes are imbued with responsible expertise, the cornerstone of the label. Throughout the shots, the timeless blends with the contemporary for sublime combinations: a trench coat with biker buckles and jeans with a smocked handkerchief dress. This aesthetic, which comes straight from Denmark, is infused with the street style of Copenhagen and its daring girls who brilliantly combine the improbable.
Voir cette publication sur Instagram
In terms of prints, florals and leopard print form the winning tandem of a contrasting color palette of black, sea green and chocolate brown (an omnipresent trend). Both utilitarian and romantic, the spring 2025 collection adds an almost painterly dimension to the Ganni story, as if the clothes were straight out of a Renaissance painting. “We wanted to channel the innate confidence and dynamic energy of the GANNI woman - someone who is tuned in. This collection is about courage, empowerment and connection, pushing our limits in terms of design and innovation,” says Ditte Reffstrup, Creative Director.
Indeed, the campaign photos are distinguished by their bohemian, still-life-like allure, which contrasts with an ever-electrifying energy. This energy is embodied in the arrival of the Hobo XXL bag and lace-up ballerina flats (they're back!). Captured by the famous photographer Mark Kean, the different looks are enhanced by the Danish model turned artist Frederikke Sofie, a long-time friend and muse of Ganni. Freedom and self-assertion are the guiding principles of a poetic project available on the website now…
