The butterfly has left its cocoon at Ganni. For its FW23 collection, the Danish brand has reinvented itself, revamping old styles and creating a new staple bag. Reminiscing on the brand’s past, creative director Ditte Reffstrup has decided to take Ganni into a new creative direction, one that will serve a more mature and functional customer. Closing off Copenhagen Fashion Week, Ganni’s FW23 was a mix of elevated evening wear without forgetting its playful ethos.
A NEW BEGINNING FOR GANNI
This season marked a rebirth for the Danish brand. Introducing their new butterfly logo, created by Lena Musmann and first teased last season, the symbol appeared on an array of bags as well as being subtly incorporated into its prints such as stitched into a matching black puffer skirt and top.
REFLECTION MEETS INNOVATION
Reffstrup is not the nostalgic type, but for this season she felt right reminiscing on Ganni’s past, and how that would inform the future direction of the brand. This season saw old models reworked, such as its staple ruched dress. Creating looks for a more mature and practical Ganni girl, the collection’s pieces include an array of baggy denim trousers, jackets, skirts and jumpsuit, a spaghetti-strapped babydoll red dress and several knee-length coats including one in a black and brown tiger print. This creative metamorphosis marks a new journey ahead for the brand, which will likely be showing us more fully-fledged pieces in the future.
A SERENDIPITOUS MEETING WITH AN OLD FRIEND
Reffstrup came across her old friend and DJ Esben Weile Kjær before the show, sparking creative ideas between the two for Ganni’s FW23 collection. “When we bumped into each other last year, he was telling me about the upcoming Arken show, and that his exhibition would be titled BUTTERFLY! And we had just finalised our new butterfly logo”, states Reffstrup. She then enlisted him to create the set design for the show, which includes a giant butterfly sculpture as well as a projection of the flying creature with a devilish face.
BAGS ON BAGS ON BAGS
A highlight of this collection were the accessories – specifically bags. The new butterfly logo was the base shape for a set of bags found in black, grey, red, pink and cream colours. The collection also introduced a new it bag, named after Reffstrup’s daughter Betty Lou. The Bou bag, which can also be found in an array of colours, resembles a trapeze shape and is finished off with a knot on its handle.
A COLLABORATION WITH 66°NORTH
Ganni has teamed up for the fourth time with the Icelandic outdoor brand to create several gorpcore inspired pieces. Keeping in mind the harsh cold of Scandinavian weather, the pieces include a two-tone khaki waterproof Gore-tex Wind stopper, a cropped high-neck puffer with its matching skirt, and a zip-up shoulder less top and its matching trousers decorated with large white pockets which feature the brands’ logos superimposed on black-outlines yellow patch. The collaboration was created with sustainability in mind, using recycled fabrics and low-environmental impact dye.
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