GANNI made its debut at Paris Fashion Week at the Palais de Tokyo, a fitting venue since Balenciaga's deputy CEO, Laura du Rusquec, took the reins earlier this year. There's nothing more exciting at Paris Fashion Week than a debut, creating high anticipation for what's to come. Ahead of the show, Creative Director Ditte Reffstrup promised nothing short of magic with the Spring/Summer 2025 collection, aptly titled "The Craft."
“An incantation to individuality, The Craft proposes a wardrobe for the future, and the GANNI girl holds the magic formula” said Ditte Reffstrup.
As we explore GANNI's stunning 37-look collection, it's clear that the magic lies not only in the innovative fabrics showcased on the runway but also in the witchy sisterhood and community embodied by the GANNI girl. This collection feels fresh, modern, and trendy, but above all, it captures the essence of what GANNI represents.
To set the scene, guests at the Palais de Tokyo were greeted by a bubbling cauldron at centre stage—a striking display that anchored the collection around the theme of modern alchemy, a concept Reffstrup discussed before the show began.
The show opens with a cotton-tailored blazer, paired with coordinating shorts and a skirt—a consciously classic three-piece elevated by hardware details and a buckle eyelet belt. This sets the tone for the collection's reimagining of timeless staples. The theme continues with the second look, featuring a longline trench coat adorned with signature hardware, perfectly suited for any GANNI girl's wardrobe.
SS25 Look 1 - Left, Look 2 - Right
The opening two looks establish a clear vision for this season’s design concepts, emphasizing a strong focus on tailoring. Throughout the show, tailoring is explored through various silhouettes and style details. Trench coats feature large puff sleeves, evoking the styles of McQueen and Simone Rocha, while blazers are cinched to create a timeless hourglass silhouette. Look 21 presents a complete head-to-toe GANNI girl office ensemble—a beautifully tailored three-piece accented by signature hardware that runs consistently throughout the collection. The belts and hardware catch the eye in many looks, adding a unique touch. Some outfits even incorporate two or three belts, creating a sense of cohesiveness that, while perhaps not essential, certainly enhances the collection’s appeal.
(Ganni SS25)
While the focus on tailoring feels timeless, other elements of the collection come across as distinctly modern and trendy, particularly the use of sheer shirts and overdresses. These additions lend a fresh, contemporary edge to the overall lineup. There's much to be said about the individual use of tulle, knitted fabrics, leather, and other materials, but it's when these design choices come together in one cohesive look that the magic truly happens. GANNI’s aesthetic is never one to be understated. Although it departs from the conventional minimalism typical of Scandi brands, the concept of the GANNI girl is rooted in vibrant colour. The lighter shades of green, which, after some research, I can confirm is not quite BRAT green, create a warm, inviting palette that resonates beautifully with this collection.
(Ganni SS25)
Lastly, and perhaps the most important takeaway, is the concept of "Magic" that Ditte Reffstrup wanted to highlight. The true magic of this collection lies in its conscious fabrications. For a brand like GANNI, which is known for its innovation and sustainability, especially during Copenhagen Fashion Week, it's crucial to push that vision to the next level here in Paris. Their "Fabric of the Future" program introduced accessories like lace-up boots, ballerina flats, and their iconic Bou Bag (in a new XXL iteration, which, frankly, I need) crafted from trailblazing fabric innovations. While I imagine this process wasn’t easy to achieve, GANNI makes it seem almost effortless, with an incredible 35 out of 36 looks crafted with their “Fabrics of the future”, a message I hope resonates with both consumers and other brands at Paris Fashion Week.
(Ganni SS25)
What stands out most after their debut is that GANNI isn't trying to be something they’re not. There was speculation before the show about how the brand would adapt to the Paris Fashion Week stage and enter the realm of luxury fashion. Yet, GANNI remained unapologetically true to themselves.
Paying homage to their scandi DNA and their upbringing in Copenhagen fashion week, Reffstrup concluded an interview with Vogue, stating:
“The new Ganni is still Ganni – that will never change.”
Find a full look into the collection and “The Craft” fashion film here: https://www.ganni.com/en-gb/ganni-spring-summer-show.html
Edited by Charlotte Lewis
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