We’ve seen AI infiltrate the fashion industry in more than one way – Aries used it in a collaboration with Malibu while Casablanca used the technology to create one of its campaigns. Now, it’s turn for GANNI to take a crack at AI, and the chosen setting? It’s SS24 show.
Closing off Copenhagen Fashion Week, GANNI put on a show, but not in the way it typically does. The collection was titled “HELLO WORLD” and guests were greeted into a space where a row of trees were taking up the catwalk. If you thought this was going to be some forest-inspired, let’s take it back to our natural roots collection then oh, would you be wrong. The trees were actually a physical rendition of two spoken AI bots, said to have taken this form “connect the digital and physical world”.
We heard the AI voices speak to us, saying how they have gathered information from past shows to tailor this one to the GANNI girl. The first model, Paloma Elsesser, walked out wearing a burgundy hooded tunic with match flowy trousers as the AIs interacted with her and she with them, or rather the tree version of them.
Finally, the AIs revealed they had created a tailored playlist and let’s just say fashion has never been so in fashion with its music choices. Hyping up the crowd, we heard Lil Nas X and Jack Harlow’s Industry Baby, Nicki Minaj and Ice Spice’s Barbie World and to throw it back but keep the party going the show ended with Daft Punk’s One More Time, with models half strutting half dancing to take their final walk down the runway.
Creative director Ditte Reffstrup still had her part in designing the actual collection – after all the AIs did warn us they were coming in peace and not trying to take our jobs – giving us some fresh takes on the GANNI girl’s look. We saw slouchy boots, black leather pieces with white exposed stitching, some smart blazer looks and a whole bunch of silver, even a skinny silver belt with GANNI’s new butterfly logo revealed last season.
The rise of AI is inevitable and while many creatives are afraid of it and its capabilities, specifically the possibility of it replacing human-held jobs, that’s not going to stop it. With this collection, GANNI has managed to harness the power of AI whilst still keeping in touch with its GANNI girl aesthetic (when’s the GANNI girlbot aesthetic dropping?) and showcasing how AI can be used to enhance a creative venture like a fashion show, rather than completely over taking it.
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