GANNI spectacularly returned to the runway this Copenhagen Fashion Week after debuting its last collection digitally. The fun and playful collection, named Joyride, was a tribute to Copenhagen as a city, creative director Ditte Reffstrup’s home. The show took place on the pier at Ofelia Plads. Chalk drawings covered the runway that reflected the playful nature of the collection. It aimed to emulate the feeling of the city through the clothes. The show itself also encapsulated that bustling city feeling.
Showtime
BMX rider Malene Kejlstrup kickstarted the show. This opening immediately created the bike-filled city’s energetic feeling but paid homage to something at the core of this collection; sustainability and environmental consciousness.
Reffstrup cycles around the city herself as she does not have a driver’s license! While cycling around the city, the creative director thought about the elevated heart rate the journey would cause. She incorporated this feeling into the collection through the motif of the heart monitor line sewn into the hems of the collection.
Levi’s Collaboration
The collection debuted the second instalment of the GANNI x Levi’s collaboration. Initially, the partnership launched in February 2021 following a rental-only upcycled collection in 2020. At the forefront of the collection was sustainability — a cause at the core of the GANNI brand. Colourful and innovative, the collection utilised cottoned hemp materials and natural dyes to create a more environmentally conscious body of work.
The Collection
Colour blicking provided one of the core strengths of the show. A selection of bright and summery colours truly encapsulated the feelings of joy that the collection hoped to elicit. My favourite examples of this were the looks of the vibrant blue selection on the runway.
The variety of silhouettes in the looks above were all tied together by the monochromatic theme of bright blue. The first look particularly deserves attention in this section as it plays with the workwear-turned-streetwear trend. Everyday blazers like these have become synonymous with the Scandi ‘it girl’ style. However, abandoning the neutral colour pallet associated with this look drew the brand to favour the vibrant blue co-ord. The blue cowboy boot that has been a sell-out this summer was used as an accessory to complete this look.
This look on the left-hand side is another standout from Ganni’s SS23 body of work. Strongly contrasting the bright blue blazer tailored look above, it encapsulated the feeling of the ‘cool girl’ element of Copenhagen street style. The all-black look features an oversized sleeveless jacket fitted as a loose dress over a graphic tank top. Yet again, GANNI’s new cowboy boots were front and centre – a look certainly set to be a trend piece this upcoming season.
Lasting Impressions on The Collection
Overall, GANNI succeeded in encapsulating the joy and vibrancy of Copenhagen. Against the beautiful evening backdrop of the city’s harbour, the show certainly made an impact.
