Research
COMPONENT TWO
Isabel Watts
Brand Statement
I am someone who thrives on creativity, connection, and environments filled with energy and expression. I work best when I can be hands-on, surrounded by people, ideas, and spaces that feel alive and authentic. Everything I do is shaped by who I am at my core: warm, driven, intuitive, and determined to grow without ever losing my sense of self.My intention is to build a career rooted in authenticity and meaningful creative experience. I refuse to settle for anything that does not align with my values or the person I am becoming. My brand values are shaped by staying true to myself, trusting my instincts, and choosing environments that feel supportive, empowering, and real. My energy is naturally positive, bubbly, and uplifting, grounded by emotional strength and a strong sense of determination. I bring a balance of lightness and focus, which allows me to motivate others, organise teams, and stay calm under pressure. Creativity fuels me, and I am at my best when I am exploring ideas, shaping experiences, and contributing to work that feels visually and emotionally impactful. My career path centres around roles where I can be present and fully immersed in the creative process. This includes events, brand trips, shoots, creative production, talent coordination, and community focused communications. I offer strong organisation, emotional intelligence, planning skills, and the ability to create momentum, connection, and excitement in any environment. This places me within the high street to premium market, aligned with brands that value personality, storytelling, and genuine human connection. My style and working approach reflect the worlds of Maebe, Ganni, REFY, Wander Doll and Acne Studios. These brands represent creativity, modernity, individuality, and community, which directly mirror the traits I bring into my work.Overall, my brand is defined by warm energy, grounded determination, and a commitment to creating uplifting and meaningful experiences where people feel inspired, understood, and part of something exciting.
To begin my ‘finding the gap process ’ I examined and analised my brand statement and picked out all of the elements as a way to really guide myslef into the right brands to start researching into
Warm, emotionally intuitive, people centred: energy connection community authenticity environments that feel alive
Creative, expressive, visually driven: shaping experiences being hands on creating emotional resonance visually impactful work storytelling and atmosphere
Market Level: High street →
Premium
NOT: ultra-luxury couture conceptual art-fashion inaccessible price points
ARE: storytelling-heavy personality-led emotionally expressive community-driven culture-aware
Organised, grounded, calm under pressure:
Not chaos driven.
Need brands that value structure, clarity, thoughtful design and considered creativity
This eliminates brands that are chaotic, messy, or deliberately provocative in a hostile way
i have created a mood board based on the 3 main things I prioritise in my work, concepts and daily life.i have narrowed it down into the top three: emotion, motivation and community . I find it a helpful method for me to visual see these concepts, as they allow me to fuly share how I see this idea.
This immediately narrows me down to brands that thrive on: community identity emotional storytelling softness + connection shared experiences social belonging lifestyle as feeling, not trend
I am aligned with: warm creative culture relatable premium markets community-first brand worlds human storytellin
I have organised all the brands that align with my brand statement and the three key themes that consistently shape my work. This helped me understand the unique personality and creative direction of each brand, allowing me to see which ones genuinely resonate with who I am. From there, I was able to identify which brands are worth researching further based on how strongly they connect to my values, visual style, and overall approach.
Playfulpremiumbrands
The brands in this group share a personality that is colourful, optimistic, expressive and culturally aware, playful yet modern, visually bold yet emotionally warm, and rooted in contemporary creativity.
Ganni, Miu Miu, Stine Goya, Collina Strada, Paloma Wool, Shrimps and Mara Hoffman.
Modern,clean,warm-lifestylebrand
The brands in this group share a personality that is soft, intimate and community-led, with a beauty-adjacent storytelling style that feels warm, minimal, and emotionally connected to their audience.
REFY, Glossier, Gisou, Saie, Kosas and Milk Makeup.
The brands in this group share a personality defined by soft visuals, emotional depth and quiet, refined storytelling— campaigns that feel slow, intentional and subtly powerful rather than loud or trend-driven.
Acne Studios, Aeyde, Lemaire, The Row, along with additional labels such as Toteme and Jil Sander
Maebe, Wander Doll, Peachy Den and House of Sunny, as well as similar community-driven emerging labels like OMIGHTY and Lisa Says Gah. moody,atmosphericcreativebrands Emerging,personality-ledcommunitybrands
The brands in this group share a personality that is emerging, personality-led and community-focused—energetic, playful, human and deeply connected to their audiences through authenticity and modern youth culture.
The four brands I’ve chosen—Ganni, Miu Miu, House of Sunny, and Maebe—align closely with who I am and everything expressed in my brand statement. Ganni reflects my warm, positive energy and my love for environments that feel alive, communal, and creatively driven. Miu Miu connects to my intuitive, emotionally grounded side and mirrors my desire to create work that feels meaningful, expressive, and rooted in authenticity. House of Sunny represents my modern creativity and my connection to visually immersive, hands-on environments where ideas feel alive. Maebe aligns with my emotional intelligence, determination, and my commitment to creating spaces where people feel understood, inspired, and connected. Together, these brands reflect my values of creativity, community, individuality, and genuine storytelling, and they sit naturally within the market level and creative identity that I embody.
1. Ganni
Why it fits:
warm, human brand world playful but grounded community-first
lots of emotional storytelling in small moments premium but not luxury
Strong community & emotional connection
Clear brand ethos + sustainability narrative
Easy to research (interviews, articles, campaigns)
Very active on social media
Distinct visual language + casting
2. Miu Miu
Why it’s relevant:
they create cultural conversation moments visual storytelling that isn’t always literal trend-aware but emotionally subtle
you can study how they push concepts without becoming confusing
Rich fashion history because it's tied to Prada
Clear identity (youthful, rebellious femininity)
Huge cultural impact (viral moments, runways, campaigns)
Fantastic material for brand analysis
1. Maebe
Why it fits:
community culture as brand identity
emotional, playful, authentic tone
visual storytelling that feels real, warm, human you cited them → use that instinct motion + identity-driven
Strong message + values
Clear, expressive visuals
Community-based design ethos
New, but with enough direction to analyze intention + purpose
House of Sunny
Why:
cult community brand
sensory visuals (colour, mood)
emotional nostalgia
shows how to build identity through small moments
Been around longer than Maebe or Wander Doll
You get history + evolution + clear design codes
Strong, recognisable aesthetic
Big social presence, lots of consumer insight
Fits your interest in connection & community
BRAND BACKGROUND “Understand what the brand is doing’
Founding story
Who founded the brand?
When and why?
What cultural moment or need did it respond to?
Creative directors
Who is/was the creative director?
Major eras or shifts in direction.
Brand evolution
How has the brand changed over time?
Milestones (first big collection, first viral moment, reinventions
Values + ethos
What principles define the brand?
Sustainability? Craft? Community? Rebellion?
Femininity?
Historical moments
Breakout collections
Celebrity moments
Important campaigns
Shifts in tone or identity
For newer brands
What is the brand trying to do?
What gap in the market do they fill?
What is their purpose or thesis?
GANNI
GANNI is a Copenhagen based contemporary fashion brand known for redefining Scandinavian style with bold, playful, and colourful designs, often mixing feminine pieces with masculine, laid back elements. It has been a eye catcher for those who where bored of the shapeless silhouettes and grey colour palettes that where being plastered everywhere in the shops, as well as this, customers also graviate towrds their styling within their pieces, such as pretty slip dresses worn over vintage band tees and delicate lace skirts teamed with chunky knitwear and trainers. Ganni stands out to me for being a playful, expressive brand, they are not ‘scared’ of standing out in the fashion industry, they want to make a statement within their pieces, not stick to the trends that are happening at the current moment, you can really see the feeling and fun that people feel through the clothes. Another thing that has stood out to me about Ganni is their inclusivity and price ranges, they are a brand that offer sizes 4 - 24, which shows they care for all of their customers, and want everyone to have the opportuniy at being able to purchase the clothing pieces. Ganni is also a highstreet premium brand, meaning their prices range from £115 for a T-shirt to £195 for a dress, meaning, once again they are being a lot more accesble compared to more luxury brands, and they still have a strong brand statement, which draws people to them as a brand. Overall, Ganni has been renowed for its unqiue but beautiful styling approach , the colours and prints that they use, which at first where seen as unexpected, have no become classics, and allowed their brand identiy to be so strong, whivh is why I am overall attracted to them as a brand, and will be continuing reseraching into them
Ganni has mastered the incredibly difficult art of appealing to everyone, ” says Libby Page, market director at Net-a-Porter. “Everyone from your younger sister to your next-door neighbour.Ganni’s approach to fashion is one of fun, playfulness and positivity. In a world so in need for these words, brands like Ganni deliver the quality and the fun. From cashmere knits to those cowboy boots, GANNI has redefined Scandi style in the past 20 years. Today, it’s a destination where easy, laid-back dressing embraces colour, and isn't afraid to contrast patterns or play with volume.
This quote has specifically stood out to me during the Start of my reserach into ganni, as it highlights to me that they work well with suiting their pieces into more than one consumer, and have the skill set to please more than one age range, which isnt seen a lot within the fashion indsutry at the moment, so is a positive factor for this brand, and has motivated me into looking foruther into all of the consumers that Ganni do have. a brand that is appealing to everyone shows me that they work well within their creation, but also within the marketing and communications, as they are sharing their story in a way that is reaching everyone, not just teens on social media, they are making their statement loud and strong. I also feel that Ganni has such a strong group of consumers is down to their expressiveness and no fear in it, people like to see brands that stand out, and have their own narrative, as well as be playful and colourful within this society, and Ganni does just that.
GANNI-TheFounders
Ganni was originally founded in 2000 by gallerist Frans Truelsen, and was started out as a small knitwear and cashmere brand, with not a lot of strategy, Truelsen would bring the ideas and the products would be then produced and sold. But in 2009 Ganni was taken over by some good friends of his, who where also a husband and wife duo Nicolaj and Ditte Reffstrup. This then lead to new dynamics and narrtaives in Ganni, as Nicolaj was the co-founder and Ditte was the creative director (Ditte was a former fashion buyer while Nicolaj worked in tech start ups). The have said that the beginning of their Ganni narrative and concept wasall from the heart, they felt something was missing in the scandinavian fashion scene, and wanted to act upon it. They wanted to created something that refflected how themselevs and their freinds dressed, they didnt want to create pieces that where just aestheics of the time (such as boho style or minimalist), Nicolaj and Ditte wanted something with lots of personality and contrast that didn’t take fashion so seriously, but allowed themselves, and in the end their consumers to feel like the best version of their selves. So they started focusing in on contempory ready-to-wear, a more accesbale and less serious fashion market level, which still allowed them to create amazing and curated pieces with meaning, but could have that fun and palyfullness that higher market levels do not always have. Gannis new style consitsed of playufl pops and colours and stand out prints, taking a new route of creeating wardrobe staples, Nicolaj and Ditte wanted to create pieces that had clear contrast, but worked well together,for exmaple wearing a feminine dress, but styling it iwth some trainers or denim. this came from them being scandinavian, and everyhting being so laid back within their culture. I can really se ehow they gave adated the scandivan clothing style to their own way, allowing people to still be expressvie and fun wuthin their clothing, even whrn they are being laid back and ‘cool’. this has overall been what ahs brought ganni its masses of consumers, their new appriach to everyday clothing apparel.
GANNI-TheirValues
Looking into Gannis Values was a crucal part of the reserach point for me, as I wanted to udnertsand them further beneath their narrative and concepts. Understanding a brand for what they want to do in a long term perspective allows me to understand what they really care about, why they are doing and also to see if they have had any changes since making these claims. the honesty of ganni has really stood out to me, they have not labelled themselves as sustainable, but they are doing everything they can to be the best, responbile versions of themselves. Ganni is not a fast fashion brand, but they have stated that ‘their fashion ashion thrives on newness and consumption, which is a major contradiction to the concept of sustainability’, which is why they are doing other aspects within their compnay to be more sustaibke throhgout their practices. they undertand that every action counts to heping the planet, so aim to make better choices everyday.I have also been attarcted to Gannis responsibilty report that is relaseased every year, which gives us a insider onto how well they have done in thr past year, regarding sustainability, menaing we cna see for ourselves the impact they have made, which I find very honest, as they are not ahsamed to admit they have not been 100% sustiable, and want us to jave that value of being transparent. As well as this, Ganni are also The brand is also B Corp certified, which, according to bcorporation.net, is " a designation that a business is meeting high standards of verified performance, accountability, and transparency on factors from employee benefits and charitable giving to supply chain practices and input materials." From what I can se they valuee, Ganni is doing eveythting in their power to be the best they can be, even if it if not fully 100% perfect regarding sustainability , they value the envieorment around them, and also vlaue us as customers and give us full transparency, which makes you trust, and go back to to a brand. a example of the brand making better actions is them disconinuing theit popular herry-red cowboy boots, where they lost over half a million dollars, and the reaosn for this down to not being able to get the colour of the virgin leather in a non toxic way, so they just stopped the production all together, which shows action, strength and stadning by their vlaue of mkaing better decisions .
GANNI is on a mission to become the most responsible version of themselves. They’ve set a bold goal to cut their total carbon footprint by 50% by 2027, based on a 2021 baseline. Since nearly 70% of their emissions come from the fibres, fabrics, and materials they use, they’re focusing on making better choices every day—without compromising on design or quality.Launched in 2019, Fabrics of the Future is their innovation programme created to explore and invest in new material solutions that challenge the way fashion is traditionally made. The aim is to help transform the industry from the ground up.
GANNI-Celebritys
Ganni's popularity has increased throughout its media presence, by celebrities posting on social media themselves wearing pieces from Ganni (Olivia Rodrigo, Bella Hadid, daisy -Edgar jones) , they all snap a image and post it with the hashtag ganni girl. the hashtag has been used over 20,000 times, on instagram alone, but I will get into the ganni girl a little later into my research. I think Ganni has such a strong popularity, and others like it when celebs post it on soicla media is because of the price range, the majority of the time a celebrty posts a outfit, the price point is way out of reach but Ganni has a more accesbale and affordbale price point for others, meaning the viewers can see what they are wearing, and have more of a opportunity to purchase it themselves.
GANNI-“GanniGirls”
Ganni Girl is a group saying that took social media by storm, since 2012 It has been Gannis unofficial ‘cub’ in a way, where everyone is allowed to be apart of it. the creative director Ditte has claimed the club is like a umbrella, everyone is allowed underneath, and the umbrella will travle across indsutrys, sharing that anyone with any style, any market level can take part in this Ganni Girl hashtag, as everyone is wecome to be apart of this social group.Their isn't a specifc girl that is beign referred to, it is more of a communitty that ganni feels inspired by and would like to work with throughout different projects, Ganni is making people feel welcomes into their brand, and the GANNI girl is the community around it.This is also another factor for GANNIs popularity, their is a sense of warmth, welcomness and community within the brand, which has stood out to me and I value them for it, this ‘club’ just adds to the coolness of GANNI overall, menaing everyone wants to be apart of it. To add to the popularity, and why GANNI gets such a high attention span, many of their favourite celebrities are GANNI girls , such as beyonce and Kylie jener. During copenhagen fashion week 2015, the brand was given another boost based of the GANNI girl by Helena Christensen sharing a photo of herself with Kate Bosworth and captioning the pic "#GanniGirls" in reference to their matching Ganni outfits. IT is clear that this onlince community is a safe, fun space for people to share to eahcother how they are styling their own GANNI pieces, but also being exited to do so, and wanting the brand to get more recogontion on the street as they deserve it.The playfulness of the brand has been passed into this aspect, their is not full serious needed for this, just people snapping a picture of their outfit and sharing with other GANNI consumers. GANNI has really stood out to me in various ways, but this is something that I find very inetresting and meanigful about the brand, the community and safe space they have buiilt for their consumers really shows they are not just creating clothing, but creating pieces that have meanings to everyone. The GANNI girl isnt just a social movement, it has built a aestheic which is based off Scandinavian style, but with its own twist, the very thing that Nicolaj and Ditte Reffstrup wanted to achieve when they first took over the brand.
GANNI-ThereProducts
Even though I understandwhat GANNS popular for, the narratives and concepts and why the brand was orignally started in the first place, I thought I would just cover a bit on the products that they offer, as this will help me understand further who they are reaching out to as a brand, but also if their are any gaps within the products that they offer. GANNI offer a wide range of clothing, but some of their most iconic pieces are their t-shirts, bags and shoes. The t-shirts have been known to be stand out due to their prints and designs, which clearly reflects thier playfullness and expression that GANNI thrives on. But another aspect that I have noticed throughout my reserach is the fit of the t-shirt, the GANNI t-shirts are known to be very good at fitting, the can be dressed down, or dressed up, which is perfect for different consumers, but also as a wardobe staple as it can be used for multiple events. Next is the bags, once again, it is clear creating a product that is perfect to go from day to night is a clear vlue of theirs, as they have clearly incorporated it into their bag designs. their is a style for everyone, from Bucket styles, cross body, leopard totes you could tajke to lunch, or out for a event. A popualr GANNI bag is the bou bag, this is a timeless bag that is really the definaiton of less is more, it is to stand (and has) the test of trends, it was introduced in 2023, and has been a hit since then. a timless piece is what stands out to me. These bags are also avaible in around 10 colours, all whilst using sustaible materials, but it just shows the care the funders have had when creating this to make a staple for everyones style, no matter what colour they may need it is on offer. Lastly, I know GANNI have a lot of products, but these are the ones that have stood out to me the most, we have GANNI Sport, this was intorduced late 2023, and is described as ready for life on the move. THey do not want to confuse fashion with functionality with tier sport peives so GANNI, have made the time to create products that actual proove as a sport brand, with sweat-wicking and quick-drying fabrics, meaning the consumers can work out wirthout worrying about their clothes working against them. To conclude, it is apparent that GANNI really take inot consideration their pieves they are producing and dont just create one or two, but want to please their mass of consumers, by creating different colours, taking the tme for the material and having many different fun styles. GANNI really do care for their customers and you can see the community they have built with how they treat their consumers
GANNI-S/S24BouBagCampaign
What I love most about Ganni’s Spring/Summer 2024 Bou Bag campaign is how deeply it leans into emotion, personality, and self-expression. The campaign doesn’t treat the Bou as just another accessory; it presents it as something you build a connection with, a piece that reflects who you are and how you move through the world. The casting, the warm energy of the imagery, and Ditte Reffstrup’s vision all reinforce this idea that the Bou Bag is designed to live life boldly as you do, carrying the GANNI DNA while still leaving room for your individuality. I’m drawn to how intentional it feels, from the playful hexagonal shape and the braided strap to the way each version, whether mini, metallic, leopard, or the Ohoskin vegan alternative, mirrors different personalities. What also stands out to me is the brand’s commitment to meaningful design through responsibility. The shift away from virgin leather and the introduction of recycled leather and Ohoskin show that GANNI isn’t just creating an It bag; they’re redefining what luxury means today. It becomes less about status and more about longevity, creativity, and conscious choice. I connect with that deeply. The Bou campaign demonstrates how a product can carry feeling, purpose, and identity all at once.This is what makes the campaign a standout moment for GANNI. It feels fresh, modern, and culturally aware, while still staying true to who they are. It also resonated with the public because it didn’t rely on hype or exclusivity; instead, it focused on connection and personality. People saw themselves in the bag, they saw their habits reflected in the styling, and they recognised a new kind of luxury being defined. That relatability is why the campaign stood out to me and why it became such a strong cultural touchpoint for the brand
GANNI-ConsumersGenZ(1997–2012)
GANNIS most popular consumer is the Generation Z audience, especially for their playful and expressvie viral products like their t-shirts, knitwear and accessories. some most recent campigns GANNI have relased in 2024, have been noticed to specifically target this age range, where they highlight expression, inclusvity and online culture. the brand stands out to them as the aduience value the fashion they create as idenity and creative communcatin rather than just clothing. Gen Z are a culture who express themselves throughout fashion, and I can cleary see why they are drawn to GANNI as their technique to be playful and share their emotions, it gives them the freedom to be whoever they want, and not as a awful price point, compared to some other brands that are simialr in design. due to Gen Z being so digitally aware, they share a lot of their outfits on social media, with different hastgags (GANNI Girl etc)< which brings the brand good engagment and will overall draw more consumers in. A lot of pieces that the Gen Z consuemers purchase are the trendy, viral piees they have seen online, which are out of the box compared to their nomral everdfya clothing items, they want to make a statment, and they can do so with the bold prints, and grpahic designs. i do belive their is a aspect about GANNI that is moving towards the trend narraytive and driven route, due to their surge in consumers and wanting to keep up with the trend, which may shift the brand out of the fashion indsutry, and even loose some of their most valuable consumers, al down wantning to stay relevant, but it may not be the best way but this consumer is precisely the type of audience that drives visibility on social media and viral momentum. GANNI offers them good quality clothes, that will gain them recognition due to how well known the GANNI name is, for a more accesable price point, as well as the brand being a stand out, recognisable and brand, all whilst hvaing strong values which are respected by many, and I think these are the mian points why this brand is so big within the consumers
GANNI-ConsumersMillennial(1981–1996)
Another large consumer for GANNI is the millennial group, but this is based of other factors such as GANNI offering such good qauilty wardrobe staples. This age group is aware of trends, and occasioanlly buys into the, but no where near as much as Gen Z, menaing when they buy a piece of clothing, it is to last and because they generally like it, not because social media is telling them to get it. Market research indicates that many Ganni customers are between 25 and 34, and overwhelmingly female, who have a strong interest in quality yet playful fashion that feels both contemporary and elevated, they want to be able to dress the product up, and dress the product down, and this is one of GANNIS first brand narrative points that they made when it was taken over , meaning they have achieved it.This consumer is attarcted to more reasdy to wear pieces such as dresses, coats, tailored separates, and accessory pieces like bags that perform across work, social, and everyday contexts. so yes they may purchase some of the same products as the other consumer generations, but their is different menaing behind them, MIllenials would rathe buys omthing which they can style mulitiple way,s and be good qaulity to last, when GEN z is buying it because its on trend at the moment and they can wear it to express thmselves within their community's. The type of millenail consumers that are particularly attarcted to GANNI are those who work within the cretaive field or urban professionals who value brand ethos, sustainability, and versatility alongside expressive design, they like to be different with what they wear, and have that feeling of being their own power, alongside valuing the brands vlaues and dedication. overall, I can see a clear reansoing why the millennial consumer group are drawn to GANNI, and why they are purchasing the products such as the knitwear, bags and RTW, they really respect the vlaues and brand ethos that goes into the products that they create, as well as valuing the quality of the products. they have the power to purchase this level of clothng for everyday wear due to their lifestyle, so stick with it and become a valuable customer.
GANNI-ConsumersSustainableBuyers
Another significant consumer base for GANNI is the sustainability-minded shopper, a group that spans both younger and older generations but is united by shared values rather than age. This audience is increasingly conscious of the environmental and ethical impact of their purchases, and while GANNI is not a fully sustainable brand, they recognise and appreciate the meaningful steps the brand has taken. GANNI’s commitment to phasing out virgin leather, investing in next-generation materials like Ohoskin, and publishing transparent responsibility goals speaks directly to this group ’ s priorities. These consumers make intentional choices, often selecting pieces specifically because they are made from recycled or alternative materials, and they remain loyal to brands that demonstrate clear progress in sustainability. They also tend to cross-shop with other eco-centred labels, but GANNI stands out to them because it combines responsibility with expressive, modern design. What differentiates this consumer group is that their relationship with the brand goes beyond aesthetics: purchasing GANNI becomes a valuesaligned act. They want clothing that reflects personal identity, but also personal ethics. They appreciate the brand’s openness about its sustainability journey—acknowledging imperfection while still moving with purpose—and this honesty strengthens trust. Many within this group are culturally aware, socially conscious individuals who value activism, transparency, and innovation. They gravitate toward brands that are future-thinking, and GANNI fits into that space by offering accessible, joyful fashion that does not ignore global responsibility. Overall, sustainability-minded shoppers find meaning in supporting GANNI because it offers both style and substance. They see the brand actively trying to redefine what modern luxury looks like—shifting from traditional materials to planet-positive alternatives—and this aligns with their desire to buy less, buy better, and buy with intention. For this group, GANNI is not just a fashion choice, but a purposeful one, and that emotional alignment makes them one of the brand’s most valuable and loyal consumer audiences.
GANNI-ConsumersOverview
GANNI’s consumer base is uniquely diverse, yet deeply connected through shared appreciation for the brand’s personality, values, and modern approach to fashion. Across Gen Z, Millennials, and sustainability-minded shoppers, what becomes clear is that each group respects GANNI in their own way, forming a multi-layered audience that strengthens the brand’s cultural relevance. Gen Z brings energy and visibility, drawn to the expressive, playful side of GANNI and driving online community engagement. Millennials contribute stability and brand loyalty, valuing quality, versatility, and design that fits their lifestyle.
Meanwhile, sustainability-focused consumers add depth and purpose, connecting with GANNI’s progressive efforts toward responsible materials and transparent brand values. Together, these groups show how GANNI successfully bridges trend-driven creativity, elevated everyday fashion, and ethical intention. This blended consumer ecosystem reinforces GANNI’s position as a contemporary brand that is not defined by one type of shopper but by a shared desire for authenticity, expression, and modernity.
GANNI-SocialMediaMarketing
Looking into GANNI’S social media marketing was vital for me, due to this being the route I want to take after this degree, so understanding how this brand markets through social media has been insightful for me. GANNI dont apporach social media like the majority of brands do (popualr flashy influencers/celebritys and numberous pieves of content for one clothing item), instead they like the customers to have the trust, they drive forward their social media with pure ambition of just showcasint their pieces, with no over complication. GANNI focuses on sharing their pieves with their consumers, which I belive make them more relatable as they are not over doing their content, or trying too hard to get views/interactions within their social media page. The products speak for themselves, and GANNI trusts this instinctive, and this is even put forward to the add ons of the post, they rarley incldue length captions or detailed writing, as it is clear that GANNI want the clothing to be the start of the show (as it should be). Every now and then their are quotes incldued as the captins which have been said by Ditte, whichi fnd very transparent and also comunity driven for the brand, the founders want the consumers to be included, and get a insight on the emotion or feelings that where felt during the production of the specific item. After looking into GANNIS instagram grid, it is apparent their are themes throughout, when they are sharing a specific collection/product, which makes the grid look aesthetical but also has that strong brand idenity that GANNI has. The Ganni grid is visually clear and consistent because it’s effectively a gallery of pieces that are instantly recognisable and inherently ‘Ganni’. Having a strong brand identity means you don’t need bells and whistles to keep people engaged. Another way they have used social media as a marketing tehcnque is by driving sales, GANNI often shares exlcsuive discounts through the instagram pages, allowing their followers to get a limited edtion find, this acts as a reward, the customers will feel ‘special’ that they have got a prize, they will their fore go and buy the pridct due to it being on discount (even if they wernt planning on to) mening GANNI gets more sales as well as loyal fan bases via social media, whcih is how they overtime has built their platforms. Another way that GANNI has driven their sales is through the use of micro influencers, it has actually been noted that their has been a larger drive in sales when they use micro influencers over big name influencers, and this is all down to relatability, they would rather hire people who actually value the brand, and the consumers will know for being GANNI lovers, over large names who are just being hired for the recognition via social media. In response to this, Ditte and Nicolaj don’t endeavour to woo influencers. Instead of implementing a rigid outreach or gifting strategy, the pair allow brand reputation and awareness to blossom as organically as possible. I can see that even though GANNI dont take their content for social media to the next elevel, the technqiue they are using is workng for them, and also reflects their brand values and not wanting to fit in with trends. They follow their relatblity and community from their products to their social media, and being a brand that dsont follow the same technqiues as other branfs in social media is allowing them to stand out and be unqiue, which is needed in this sociaty for social media, as it is getting very repetitive.
One thing I have noticed after looking through GANNIS instagram, is that they have started to take the more ‘trending’ approach with their visuals on their grids. The image on the left is 2026 and the image on the right is 2024, you can cleary see in 2024 that they dosnt really care for the look of the grid, they just want to share their different products to the consumers, when the image on the left (2026), has been posted and curated to fit all together in a grid, so when people first go onto the page, they see this. I still find this lookng on the grid in most recent image to have the look of GANNI, but I do honsetly prefer the 2024 grid, it is more transparent to the brand, it isnt as structured, which I feel fits with GANNI more, and overall has more of the GANNIS brand indentity in. But coming from a social medias thinking point, I can undr=ertsand why they have started taking this apprach whtin their social media, and this is all down to competion within social media. is is a very cempettative enviroment and it is only going to get worse, and with more people starting to undertsand social media marketing, I can fully undertsand why they have started this, even if it dosnt fit fully with the brands values, identity and origin.
January26' June 24'
GANNI-TheLab
Something that I havent seen up to now in my reserach is the ganni.lab instagram page being spoken about, so when I came across this on instagram i was immeditaly interested and wanted to look deeper into it. the GANNI lab instagram page is a page dedeicated to sharing their work and development on sustainability and responsibilities for climate change. as we know, ganni dosnt call themselves sustainble, but they do say they want to make better choices and work on doing as much as they can to be more sustainable within the brand, so seeing they ave taken this to instagram, to be even more transparent and shate to their sustainble consumers what they have Dome, I find really strong from them. From what I cans ee, the page highlights, tracks, and shares progress on environmental and social impact goals, often detailing challenges as well as succeses within their brand, which allows us to actually see the chnages that have been made. I find it a lot that a brand will say they are sustainable, but we never see any progress or reflection, so we as customers dont really know how they are tacking this subject, but GANNI is allowing their consumers to see this, but also be eductaedm so they can bring some aspects forwrad in their day to day life. As well as this, they also share their updates on their Fabrics of the future mission, by giving information on what they are doing to make these fabrics, how they are made, what they are using the specfic fabrics for (behind the scenes, testing and trials). I find this a reallt strong way to use social media for a brand, as they have dedicated their time to make and give their consumers different pieves of their brands infomation, as a way to show what they really are doing when it comes down to being sustainable. Ganni are being transparent and real to their consumers, something that is needed more in brands these days, social media shoudlnt just be used to make content and drive sales, we need more pages like this.
TypesofPosts
Different movements they have been apart of, and the educational points that where taught are shared
New collections which include the Fabrics of the Future items in
Release new materials/fabrics that have been produced, as well as info about them so people can understand further
What type of sustainable factors the different outfits/clothing pieces have apart of them
Captions
The Captins have also stood out to me throughout the Ganni lab instagram page, due to their level of detail and reflection that is included. now I undertsand that long captions on social media arnt always chosen due to the mjaorty of the time people not reading them, but on this page I do feel it is different, and that is bevause GANNI know what they are doing. they have decimated a whole instagram page to the pople who value their sustainability, so they know that on this page, the long captions are going to get read, as they igve insightful information about both the brand, and them being sustainble. the captions depth allows h=the reader to get a better idea of how the brand is tacking sustaibilty, but is also a leanring point for them, as they themslevs can be more educated on facts about sustaibiltiy. GANNI have really used their social meida in a string way to fully get all of their consumers involved with the different aspects of the brand.
GANNI-TIKTOK
I have also looked into gannis tik tok page, even though instagram means a lot more to me when it comes to social media marketing, and I know instagram is the platfrom where ganni fits more due to the market level, tik tok had to be looked into due to their Gen Z consumer base. Tik tok is such a big thing for Gen Z conumers, as they like to see the behind the scenes, less filtred side of brands, which is most commonly shared via tik tok. Now from going on the account straight away I knew that tik tok wasnt that big for GANNi when it comes to their social media due to having 112.5k followers, compared to the 1 million on instagram, but this to me just shows that they fit more into instagram, and its true. After flicking through a few videos, I can see the mian type of vidoes that are created and shared are them marketing new collections (just using tik tok as a way to share to more people), behind the scnes of events/people that are incldued, but most common is the GANNIGIRL movement
being used. their are many vidoes such as ganni girl in copenhagen, ganni girls getting ready for christmas, ganni girls, at fashion week 25, and many more. personally, to me, I do feel this ‘movement’ has been overused, and is great for their community/consumers to be taking part in, but for their own social media, it is something I wouldnt do myself. they dont reallt post their frequently , which shows me they dont really ahve that much care and effort to put into tik tok, which is why their isnt a lot of intereactions within the videos. But I do feel that if they wanted to get mroe recogntion on tik tok, it would be to get rid of the ganni girl video technique, and find a new one, more behind the scnes and transparent videos, as this alings more with the brand. Overall, I do belive it is good that ganni does have a tik tok page, as they are reaching out to their mroe Gen Z consumer base who fit in with tik tok over instagram, they just need a little more work and though behind their markeitng within the app.
GANNI-BrandIdentity
ColourPalette
GANNI’s brand identity is incredibly strong, and this is one of the reasons it immediately stood out to me. Even though their aesthetic doesn’t directly match my original personal brand identity of beige and burgundy, I’ve realised that GANNI’s world of bright, expressive colour actually reflects my own warm, energetic and bubbly personality in a really authentic way. Their use of bold colours and playful prints has shaped who they are from day one, and these visual choices have become a huge part of what makes them so recognisable in the fashion industry. The florals, checks and leopard motifs that run through their ready to wear collections feel alive and expressive, and I find it inspiring how confidently they commit to that level of character.What makes their identity feel so powerful is the fact that they aren’t limited to one signature colour or mood. Most fashion brands rely on a narrow colour palette to stay consistent, but GANNI embraces a wider range of tones and prints that still feel distinctly “GANNI.” Instead of boxing themselves into one look, they’ve expanded their aesthetic to welcome more personalities, emotions and styles into their world. I love this because it feels open, dynamic and deeply connected to real people.Their approach doesn’t just make aesthetic sense, it also explains why they’ve been able to stand out so clearly within the industry. GANNI built a visual identity that feels joyful, expressive and culturally confident, rooted in a modern Scandinavian sensibility that people instantly recognise. For me, it represents a brand that celebrates individuality and emotional expression through colour, and that’s something I connect with on a personal level.
Research That Went Into Ganni
highlighted red is the info I have extracted and used
At the time, the so-called Scandi aesthetic with its neutral colour palette and geometric shapes was mainstream, but the duo felt it didn’t reflect how Danish women actually dressed. And so Ganni’s aesthetic was born. Its brightly coloured dresses and thigh grazing, vintage-inspired leather minis were catnip to shoppers bored with shapeless silhouettes and charcoal greys. Customers also gravitated towards its functional styling with pretty slip dresses worn over vintage band tees and delicate lace skirts teamed with chunky knitwear and trainers. Out of all the Scandinavian brands that show collections during Copenhagen Fashion Week, Ganni is one of the most popular. Danish fashion label Ganni has infiltrated the wardrobes of everyone from gen Z university freshers to their gen X mums, dropping them off at their halls of residence later this month. Its commercial and cultural success is such that its latest collection will be shown at Paris fashion week this month.Ganni’s debut show will take place straight after Dior and hours before Saint Laurent – not a bad slot for a brand whose prices range from £115 for a T-shirt to £195 for a dress. At Dior, the cheapest T-shirt starts at £690. And, unlike most of its Parisian counterparts, Ganni’s standard sizing runs from a UK 4 to 24. Ganni has mastered the incredibly difficult art of appealing to everyone, ” says Libby Page, market director at Net-a-Porter. “Everyone from your younger sister to your next-door neighbour.Ganni’s approach to fashion is one of fun, playfulness and positivity. In a world so in need for these words, brands like Ganni deliver the quality and the fun. From cashmere knits to those cowboy boots, GANNI has redefined Scandi style in the past 20 years. Today, it’s a destination where easy, laid-back dressing embraces colour, and isn't afraid to contrast patterns or play with volume. Oh, and that’s all while working to become the most environmentally responsible version of itself with a B Corp certification, GANNI Cares program and regular responsibility reports.Wave goodbye to the tonal hues and clean lines often associated with Scandinavian fashion, and consider this a formal invitation to join the GANNI gang. Our tour of Ditte and Nicolaj Reffstrup’s Danish world features a rundown of the brand’s heritage, sizing recommendations and a behind the scenes look into how we style GANNI at END. Under Ditte’s watchful eye, GANNI has become globally renowned for its unique styling approach. Unexpected colour and print combinations suddenly became classics, as Ditte became attracted to a rising trend of Scandi street style that mixed “something sporty with a vintage dress, or something super feminine paired with a more masculine shirt.”
The culture of the capital and Danish fashion are the beating heart of GANNI. Founded in 2000 by Copenhagen gallerist Frans Truelsen, In its origin, it was conceived as a knitwear brand without a particular strategy. It would release products as Truelsen would come up with the ideasthe brand was taken over in 2009 by husband and wife duo Nicolaj and Ditte Reffstrup. The Co-founder (Nicolaj) and the Creative Director (Ditte) are a match made by the GANNI gods. Originally established in 2000 as a small cashmere brand by the gallerist Frans Truelsen, in 2009 Ganni was taken over by his friends, husband and wife Nicolaj and Ditte Reffstrup. Ditte was a former fashion buyer while Nicolaj worked in tech start-ups.Without sounding like a cliche, it came from the heart. We felt that something was missing on the Scandinavian fashion scene, but the reason we went for it came from a desire to create something that reflected how me and my friends dressed, instead of the dominating boho or minimalist aesthetics of the time. We wanted something with lots of personality and contrast that didn’t take fashion so seriously, but really made you feel like a kick-ass version of yourself.
The rest is history. I’ve loved dressing up since I was a kid and always had a dream to become a designer, but my first job in the fashion industry was as a trainee buyer with Danish brand Bruuns Bazaar. It wasn’t exactly the traditional route to designing, but it really helped me to understand a lot about how and why people dress the way they do.The first thing you see in the hallway of Ditte and Nicolaj Reffstrup’s Copenhagen home is a football table. The second is a nipple fountain by the artist Laure Prouvost. The third is the glossy sky-blue banister that snakes through the centre of the house. Colour, art, fun: the trinity of design principles that contribute to the aesthetic of their womenswear label Ganni, and this, their forever family home.
As Ganni's new owners—as well as CEO (Nicolaj) and creative director (Ditte)—the two began focusing on contemporary ready-to-wear. Then, in 2018, Andrea Baldo took over as CEO, while Nicolaj shifted his focus to company responsibility. Instead of leaning toward the traditional Scandinavian style, which is more minimalistic and includes lots of black, Ganni's designs feature playful pops of color and prints, putting a fresh, whimsical take on wardrobe staples.“It’s all about the contrast; wearing something feminine and pairing it with a pair of sneakers or denim,” Ditte told Porter, speaking about their approach. “And, of course, effortless style, because we ’ re from Copenhagen; everything here seems very laid-back and cool—it’s a very easy way of dressing. For example, we use our bikes every day, and you would never see a girl wearing a pair of heels on her bike, she would always be wearing a pair of sneakers and maybe have her heels in her basket.”This mix of laid-back, yet playful has no doubt helped Ganni develop its cult following. As Nicolaj told Elle UK when discussing the brand's customers, "It’s them wearing the clothes, not the clothes wearing the girl." Many factors were involved in the brand’s ascent. From the internal strategies and direction by the Reffstrups, to external support from international street style icons like Veronika Heilbrummer, Alexa Chung and Pernille Teisbaek (part of their #GanniGirls movement). But above all, what has driven Ganni’s success was a selective, accessible ethos of quality products, parallel to a fresh aesthetic in cultural climate ready for the fresh Scandinavian style takeover.
Ganni is considered to be an "affordable" luxury brand. While the pieces are elevated and designer quality, they're also fairly priced, with most costing under $1,000 and many falling under $500. Ganni is not fast fashion, but on its website, the brand states it's not a sustainable brand, either, since "at its core, fashion thrives on newness and consumption, which is a major contradiction to the concept of sustainability.""Instead, we ' re focused on becoming the most responsible version of ourselves," reads a section dedicated to responsibility. "We’re not perfect but committed to making better choices every day, minimizing our social and environmental impact across the entire business. We see this as our moral obligation and every action counts. The time to create change is now, no excuses which is why we have committed to an absolute 50% carbon reduction target by 2027."Each year, Ganni releases a responsibility report to be transparent about its progress. The brand is also B Corp certified, which, according to bcorporation.net, is " a designation that a business is meeting high standards of verified performance, accountability, and transparency on factors from employee benefits and charitable giving to supply chain practices and input materials." The brand also claims to be raising the bar when it comes to sustainability, although its founders prefer to use the word “responsibility”. In 2016 they introduced their own self-imposed carbon tax, while Ganni aims to halve its emissions by 2027.
Last year the brand lost half a million dollars when it culled its popular cherry-red cowboy boots. The reason for their decision? The colour couldn’t be achieved in a nontoxic way using virgin leather alternatives.GANNI became B-Corp certified in 2022 - meaning it meets “the high verified standards of social and environmental performance, transparency and accountability”. Scoring 90.6/200 points is no mean feat, but as ever, GANNI is looking to the future, and aims to achieve 150 B-Corp points with its wider sustainable and responsibility schemes.Let’s set the record straight: GANNI is not a sustainable brand, instead it thrives to become the most responsible version of itself. That’s coming from the brand itself, which explains that it’s all because “at its core fashion thrives on newness and consumption, which is a major contradiction to the concept of sustainability. That’s the honest truth.” Revolutionising the industry extends to every aspect of production. Fabrics of the Future, a GANNI in-house program, is centred around material innovation to reduce environmental impact. It’s an aim made reality by GANNI’s shift towards alternative materials.
-Mylo™ by BOLT THREADS: a sustainable, mycelium-based leather alternative that’s bio-based, animal free, and powered by 100% renewable electricity.
-Circulose® by Renewcell: made from worn-out cotton clothes, this innovative natural material is one we can’t wait to see more of.
-GANNI x Stem: Collaborating with fellow Danish brand Stem, this ingenious fabric technology adopts a zero-waste approach to production.
-Ohoskin: a fresh vegan leather, made using orange and cacti waste from other industries and combined with recycled plastics (find it on the Bou bag)
-Vegea™: a unique fabric made using left-over grape skins from winemaking, vegetable oils and natural fibres from agriculture, helping to avoid extra waste in landfill.
-Pyratex®: a Madrid-based brand that has innovated material using agricultural waste from banana farming into a cotton-like fabric, preventing CO2 emissionsGANNI has also teamed up with Rubi to become the first fashion brand in history to test an innovative fabric made from CO2. Inspired by photosynthesis and how trees breathe in CO2, Rubi’s ingenious approach will be used by GANNI in a blend of 20% cellulose yarn and standard industry cellulose. So, without getting too into the techy-side of things, this revolutionary technique will change the face of fabric as we know it. Futuristic fashion isn’t as far away as you think. . At GANNI, we ’ re on a mission to become the most responsible version of ourselves. We've set a bold, moonshot goal: to cut our total carbon footprint by 50% by 2027 (from a 2021 baseline). With nearly 70% of our total emissions coming from the fibres, fabrics and materials we use, we ’ re committed to making better choices every day to reduce emissions without compromising on design or quality.
At GANNI, this takes two forms: Preferred Materials and Fabrics of the Future.
Preferred Materials Preferred Materials are those that challenge conventional practices, think organic and recycled materials. They’re well-studied, readily available alternatives to conventional practices. For this, we are on a mission to ensure that 90% of the materials GANNI uses are ‘preferred’.
To keep ourselves accountable, we developed the GANNI Fabric Score, reviewed annually, which categorises materials into: 1). Preferred 2.) Better 3). Avoid.
Discover the fabric score
Fabrics of the FutureLaunched in 2019, Fabrics of the Future is GANNI’s innovation programme designed to explore and invest in cutting-edge material solutions that challenge how fashion is traditionally made. The goal? To help transform the industry from the ground up, literally.While we continue to use Preferred Materials like organic cotton and recycled fibres to improve existing practices, Fabrics of theFuture dares to ask the bigger questions: What comes next? Can we grow cotton in a lab? Can we turn waste into yarn? Can we make fashion without leaving a footprint?To answer these questions, we partner with forward-thinking innovators who are developing radical new textiles, ones that reduce waste, carbon emissions, and the need for virgin resources. Our aim is for 10% of all GANNI’s materials to come from Fabrics of the Future innovations in the near future. These materials are not experiments, they’re the future of fashion, and we ’ re proud to be testing, learning, and scaling these solutions with our innovation partners.Fabrics of the Future is our way of making sure innovation doesn’t stay in the lab, it makes it into your wardrobe.
The brand quickly found celebrity fans who helped boost its social media presence. American singer Olivia Rodrigo, model Bella Hadid and British actor Daisy Edgar-Jones are all part of a loyal legion of supporters, or #gannigirls, who snap and share their latest looks on social media. The hashtag has been used over 113,000 times on Instagram alone. The first use of the tag was in 2015 by model Helena Christensen and actor Kate Bosworth. The friends turned up to lunch in the same Ganni jacket and snapped the moment for social media. ot only is it beloved by well-dressed celebrities such as Bella Hadid, Miley Cyrus, and Emma Chamberlain, but the clothes, shoes, and accessories are also considered to be high-end and luxury without having a hefty price tag.
The Nordics have long been heralded as a destination full of sartorial delights. But to get a healthy dose of Scandi style you needn't only look to the streets of Copenhagen. Turns out, a bevy of celebrities have all been caught rocking Nordic designers. Model Ashley Graham being the latest, spotted wearing the Venus Diamant earrings by Danish jewellery designer Sophie Bille Brahe whilst attending the Vogue’s Met Gala pre-party at Mr Chow in New York. Paulina Porizkova became the latest Ganni girl, spotted looking ultra-cute in a Ganni beanie at her book signing for No Filter. Then there was Pedro Pascal wearing Acne Studios earlier this year at the photocall for season three of The Mandalorian and our favourite Scandiphile Lily Collins wearing an O.A.D jumper whilst out and about in Copenhagen.
With #GanniGirls totalling 102k posts (and counting!), it’s no surprise GANNI is taking the world by storm. Yes, it’s worn by A-Listers, influencers and 2023 US Open champion Coco Gauff (who captioned her pink GANNI suit: “Barbie Dream”), but most importantly, it’s accessible to all who want to be part of the community. As Ditte told us, “fashion is an extension of who you are [...] it can help you feel more confident if you wear what’s true to you ” - and GANNI is guaranteed to help you do just that. What began as an Instagram post has spiralled into a global community of eco-driven fashionistas - who prove with every story and reel that you should never have to compromise sustainability for style.
Since 2012, #GANNIGirls has become the brand’s unofficial club - and everyone ’ s cool enough to join, as Ditte says - it’s a state of mind: “it’s all about representing an umbrella that people are invited into and we can work across industries. For me, it’s always been about being inspired by the Copenhagen girl, that was how it all started. #GANNIGirls is plural, it isn’t about one girl, but rather the community that I am inspired by and that we work with across multiple different projects.” And every piece of GANNI is designed to help you feel welcomed into the gang. One could argue that Ganni's popularity is due to a variety of factors. For starters, the brand has that unique "cool girl" vibe, inspiring us to pair an easy, breezy dress with a colorful pair of cowboy boots. And it doesn't hurt that Ganni is celebrity-approved. Everyone from Kylie Jenner to Beyoncé has been spotted wearing the clothes, and fashion icons have had Ganni on their favorites list since the mid-2010s.
In January 2015, the brand's fall collection was showcased on Vogue as part of its Copenhagen Fashion Week coverage. That same year, Helena Christensen also gave the brand a boost, sharing a photo of herself with Kate Bosworth and captioning the pic "#GanniGirls" in reference to their Ganni outfits. By early 2023, the hashtag had been used about 95K times.
2017 was another pivotal year for Ganni, as the label was acquired by LVMH-affiliated private equity firm, L Catterton, for an undisclosed amount. That move helped the brand with its international presence, and today, along with its own stores, Ganni is sold at 600 premium retailers in 26 different countries.And it shows in how Ganni has created a positive online community with #GanniGirl originally coined by Kate Bosworth and Helena Christensen when they were “twinning” in the same Ganni item and uploaded the photo to Instagram. To Nicolaj, that post epitomized the spirit of the brand: coming together, seeing how other women style their Ganni items, and being excited when someone on the street recognizes that you are wearing it. There’s a distinct air of playfulness, not taking oneself too seriously, and being earnest—in an endearing way—which echoes the Reffstrups themselves, who self-identify as “insecure overachievers.” What’s also brilliant about #GanniGirl is that it has created a specific aesthetic for itself that other brands haven’t been able to establish. Perhaps for that reason, Ganni continues to take on new life with A-list celebrities like the Hadids, Beyoncé, and even Michelle Obama—in a denim suit, no less. (The Ganni team now refers to said ensemble as “the Obama suit.”
GANNI Bags:
Day-to-night dressing is at the core of the GANNI brand, and so too with its bags: there’s a design for everyone. Bucket styles, cross body, leopard totes or baguettes you could take to lunch, each has the same spirit we ’ ve come to expect from the Danish label.The newest addition is the GANNI Bou bag - described by the brand as being designed with the future in mind - its timeless craftsmanship will stand the test of trends. Less really is more here; the hexagonal shape is packed with energy and reinforces GANNI’s commitment to phasing out virgin leather by the end of 2023.
GANNI Boots:
GANNI has been at the centre of the cowboy boot revival - and it’s easy to see why. The Danish label’s translation is perfect for any contemporary cowgirl, with a sleek point-toe silhouette, intricate embroidery and chunky heel.
GANNI Sport:
Launched in Spring 2023, GANNI Sport is a high-energy activewear line ready for life on the move. Refusing to compromise fashion for functionality, each responsible design is packed with technical properties (think sweat-wicking and quick-drying fabrics) so you can workout, worry-free.
GANNI Sport gets you moving in whatever way works for you.
GANNI Silhouettes:
When it comes to GANNI silhouettes, always expect the bold. Here at END., we ’ re obsessed with Peter pan blouses, puff sleeves and plaid dresses that have us dreaming of a forever summer. As the sun sets, GANNI knitwear steps in to layer up, and works well with breezy cottons and GANNI’s signature denim. I like how versatile and fun the prints are. The tees also fit perfectly on you no matter your shape/height etc - as it's hard to find a good fitting tee. They can be easily dressed up or down depending on the occasion. - Womenswear Buyer at END.
How to style GANNI tees:
With a lightweight stripe trouser, the OperaSPORT Ramone pants are a nice pair. The tee’s usually come in a summer colour so styling with Anni Lu jewellery always works well. And then a pair of the GANNI square toe scrunchie ballerinas – The Gold pair are amazing!Isabelle Fawcett Stylin
The campaign sees models lie down against a muted backdrop, allowing for GANNI’s vibrant animal prints to do the talking, showcasing the dainty GANNI Bou bag, which appears across a number of shots. In keeping with the vibrant prints, we see Kai showcasing the Bou with a matching, figure-hugging leopard print dress. Later looks see muted denim jackets jazzed up with colour-soaked carriers. Later, we see models on rounded beanbags and leather knee-length dresses, in keeping with Wales’ unique photography style, which combines fantasy with humour. GANNI’S FW24 campaign cements the brand’s unique approach to Scandinavian style, where stereotypical stripped-back minimalism is exchanged for playful prints and pops of colour. By going against the grain, GANNI has catapulted itself to the top of Danish fashion design. The campaign set was designed by Jabez Bartlett and serves as a physical extension of the GANNI aesthetic. GANNI‘s runway shows at Copenhagen Fashion Week always deliver, there’s no doubt about that. In recent seasons, the brand’s CPHFW showcases have become known for their multi-collaboration debuts, star-studded talent roster and unique approach to traditional runways and SS24 was no different.
Alongside presenting three very different collaborations (which we’ll get to) the brand took the SS24 season as an opportunity to explore the multifaceted world of artificial intelligence a topic which has recently permeated the dinner table conversation in the Reffstrup household.Working with AI artist Cecilie Waagner Falkenstrøm, known for her “thoughtful, philosophical take on AI,” the showcase aimed to present the spirit of AI in the physical form of trees. “I always feel more positive when I am actively engaged with something,” Reffstrup continues, leading her to work with Falkenstrøm in order to create an AI that “holds a mirror up to the GANNI community” which kickstarted the show through a stream of positive affirmations and interactive soundtracking.
Alongside its vivid and vital exploration of tech, this season saw GANNI debut collaborations with Ace & Tate and New Balance, as well as rising model Paloma Elsesser.
“The more I get to know Paloma, the more she becomes the girl of my dreams. A true voice of change in an industry that is playing catch up, ” the designer reveals. Teaming up with Elsesser to create a size-inclusive collection, the collaboration was teased as the first look of the SS24 collection: a two-piece set inspired by the tactility of trees, landing in the form of a sheer, hooded dress with draping on the hip and styled with matching pants. The full capsule collection is set to include dresses, tops and pants, launching in Spring 2024. s for the wider collection, “gardening granny punk” appears to be the overarching theme, alongside creating “the most elevated GANNI looks we ’ ve ever done,” according to Reffstrup. “We really felt we wanted to make Copenhagen proud with the collection. This city, the Copenhagen girls, have always been the beating heart of GANNI. Copenhagen is where our heart is. Always will be,” she continued.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”.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
GANNI has launched its Spring/Summer 2024 campaign, “Bou,” starring Kai-Isaiah Jamal, and Taiwanese beauty star, Peng Chang, alongside rising talent Tess Carter, lensed by photographer Charlotte Wales and styled by Vanessa Reid. Discover our SS24 campaign featuring our latest collection. Enter a new era of GANNI for SS24, where our obsession with the GANNI Bou Bag continues. It’s all about you and however you wear your ‘Bou’ – a next-gen icon full of personality. A bag designed to live li boldly as you do. Consider this luxury for a new era.Each iteration of the GANNI Bou Bag, from small, mini, leopard, metallic or Ohoskin – a Fabric of The Future leather alternative – becomes a reflection of your personality.
This bag is really what GANNI is all about. Creating a really unique design that still carries the GANNI DNA, something that feels playful and sophisticated, to reflect you personality. A bag designed to fit in with your life and follow you everywhere.”
– Ditte Reffstrup, Creative Director, GANNI
As part of the Danish brand’s commitment to a more responsible future, the new Ganni Bou Bag does away with virgin leather entirely, instead coming in either certified recycled leather or a pioneering leather alternative called “Ohoskin”, which is part of Ganni’s Fabrics of the Future initiative. Consider this the era of the new-gen It bag.For many of us, making lower-impact choices has become an important part of how we shop and what we wear, as well as reshaping our perspective on what luxur really means today. And with that shift in focus comes a redefinition of must-haves like the It-bag, turning our attention from trend-led, one-season wonders to covetabl yet versatile pieces that will stand the test of time.The perfect example? The stylish new Ganni Bou Bag, which was unveiled at the Danish affordable luxury brand’s autumn/winter 2023 “Ganni Butterflies” show, during Copenhagen Fashion Week. With its playful, squashy hexagonal shape, chic, braided strap design and tonal metall “Butterfly” logo, it instantly communicates the cool, contemporary Scandinavian style that the brand is known for, as well as holding true to Ganni’s sustainability pledges.Rather than being made from the go-to It bag material of virgin leather, the brand has two alternative options for its customers, having committed to phasing a virgin leather out by the end of this year. Not only will the Ganni Bou Bag be available in certified recycled leather, but also in a clever new innovation from its latest
Fabrics of the Future project: “Ohoskin”, a luxury leather alternative developed in Italy and made from the waste generated by orange and cacti farming. Ganni has already discontinued the use of virgin leather in its ready-to-wear line and published its Responsibility Gameplan in 2020, detailing 44 goals across people, planet, product and prosperity. The Ganni Bou Bag is the latest chapter in that journey.“This bag is really what Ganni is all about,” says Ditte Reffstrup, the creative director of Ganni. “We really wanted to design something that speaks to a modern luxury mindset. We wanted to create a really unique design that still carries the Ganni DNA, something that feels easy, playful, but still sophisticated. A bag made to follow you everywhere.”
Available in six covetable colourways – from the classic black, light grey and caramel to the eye-catching red, pink and light khaki hues – the bag has already been spotted on “Ganni Girls” such as Blanca Miró, Sophia Roe, Richie Shazam and Melissa Bon, and represents a modern take on luxury for a new era. In keeping with the ch Scandinavian approach to fashion, its versatility in style, silhouette and size means it’s as perfect for a coffee run or weekend brunch as it is a party, a work meeting or dinner with friends. And thanks to Ganni’s future-focused approach to responsible materials, with both the recycled leather and “Ohoskin” options available, it means yo don’t have to compromise on your eco principles either.
This group is one of Ganni’s most active consumer bases, especially for playful, expressive, “viral” pieces like graphic T-shirts, knitwear, accessories, and street styling items.
Ganni’s SS24 and other recent campaigns strategically target younger Gen Z (17–25), highlighting inclusivity, self-expression, diversity, and online culture. This audience values fashion as identity a communication rather than just clothing.
Urban, creative young people in this range are highly active on Instagram and TikTok, where they share outfits, trend interpretations, and personal styling using hashtags like #GanniGirls. This enhan engagement and community building.
They are drawn to pieces that merge trend culture with individuality and embrace sustainability, authenticity, and digital connectivity.
Example behaviours:
Sharing images tagged with #GanniGirls
Buying expressive, trend-driven pieces (e.g., statement tops, graphic prints)
Engaging with brand storytelling online
Why this matters:
This segment is trend-shaping, digitally native, and highly engaged in cultural fashion conversations — precisely the type of audience that drives visibility on social media and viral momentu
2. Millennial Consumers (25–34)
Millennials form another large and influential segment of Ganni’s customer base, particularly for more substantial purchases and versatile wardrobe items.
Market research indicates that many Ganni customers are between 25 and 34, and overwhelmingly female, with strong interest in quality yet playful fashion that feels both contemporary and e
This segment often buys the core ready-to-wear items: dresses, coats, tailored separates, and accessory pieces like bags that perform across work, social, and everyday contexts.
Millennial Ganni customers are frequently urban professionals or creative workers who value brand ethos, sustainability, and versatility alongside expressive design.
Example behaviours:
Purchasing mid-price dresses that balance trend and practicality
Following Ganni for creative expression, not just aesthetics
Valuing versatility for both work and leisure
Why this matters:
This group tends to have greater purchasing power than younger Gen Z, and products like bags, knitwear, and statement dresses appeal strongly to them which explains why certain lines (e.g., resonate more with millennial buyers.
3. “Ganni Girls” & Community-Led Fans
Beyond age brackets, Ganni also appeals to a community identity that transcends a single generation.
The #GanniGirls movement has become a cultural phenomenon in its own right, used 100,000+ times on social media, showing broad and organic engagement across demographics. This isn’t strictly a product demographic it’s a mindset: people who value confidence, community, diversity, self-expression, and playful styling.
Many customers especially in creative cities enjoy the social lifestyle of the brand, attending pop-ups, workshops, and community events.
Example behaviours:
Sharing outfits on social media without being paid influencers
Attending brand events or Co-Branded experiences
Celebrating diversity and individuality
Why this matters:
4. Emerging Urban Creative Market
Ganni’s brand persona has attracted consumers who see fashion as part of lifestyle culture.
These customers are typically city-based women who frequent cultural neighbourhoods, art venues, and lifestyle spaces that reflect their identity. They value brand experience and environment as much as garments which is why immersive store formats and experiential marketing matter to Ganni’s retail strategy.
This segment often overlaps with Gen Z and Millennials but is defined by lifestyle behaviour rather than age alone.
Example behaviours:
Choosing fashion that aligns with creative routines
Expecting immersive retail and brand storytelling
Valuing both aesthetics and ethical considerations
Why this matters:
These consumers are essential for building long-term brand loyalty because they link fashion identity with cultural participation and community engagement.
5. Sustainability-Minded Shoppers
Across age groups, Ganni attracts consumers who care about ethical and environmental issues.
Ganni’s move to eliminate virgin leather and enhance responsible material use speaks directly to increasingly eco-aware customers who want meaning behind purchase decisions.
Both younger and older segments value brands that align with activism, responsibility and transparency.
Example behaviours:
Choosing pieces made from recycled or alternative materials
Being loyal to brands with clear responsibility goals
Cross-shopping with other eco-centred fashion labels
Why this matters:
It adds a purpose dimension to the consumer base, meaning Ganni isn’t just a style choice but a values-aligned choice.
Whilst some accounts prefer to include as many hashtags as possible in attempt to increase visibility and discoverability, Ganni isn’t concerned with eyeballs. Very much in keeping with the exclusive club-like feel of the brand itself, it is content to speak to those dedicated followers who are already in the know. Whilst some exceptions apply (the brand recently used #Gannittickettoride to promote its road tour across the US), these tags are still very understated and specific to the Ganni identity. Scrolling through Ganni’s feed, you’ll notice that no memes or pop culture reposts populate the grid. Whilst some brands aim to join cultural conversations and present a variety of types of content to their audience, Ganni drives forward with one, pure ambition: to showcase the pieces. Ganni is focused on highlighting its merchandise, which, in turn makes it more ovetable. Rather than trying to desperately keep its follower’s attention, or even attract new users, Ganni believes the product truly speaks for itself. It’s social channels exist for he built-in community who are satisfied with images of the product alone. The majority of posts feature influencers or customers wearing Ganni clothes, accompanied by short aptions that outline purchase information.With Ganni, the clothes are the star of the show, and therefore posts don’t require lengthy captions or explanation. On occasion, the brand includes a quote from Ditte, discussing her motivation behind the design of the item, providing insightful context for customers.
The Ganni grid is visually clear and consistent because it’s effectively a gallery of pieces that are instantly recognisable and inherently ‘Ganni’. Having a strong brand identity means you don’t need bells and whistles to keep people engaged.Ganni often provides incentives to its followers by advertising exclusive discounts and promotions on nstagram to increase the appeal and allure of limited-time-only finds. One of the brand’s key USPs is that, even as demand sky-rocketed, Ditte and Nicolaj stuck to their pricing strategy – remaining within the sweet spot between attainable and indulgent. Despite the high-end perception of the brand, Ganni merchandise is more affordable than competitor companies. Ganni manages to find the balance between the allure of luxury and the accessibility of mid-market value.As an added bonus, Instagram followers are notified when exclusive stock is available, or when special offers are live. As a business, Ganni has experienced more impressive sales results with micro-influencers compared with A-list celebrities. Ganni customers don’t find big-name clients as relatable as smaller style savants and content creators that they can compare themselves to. In response to this, Ditte and Nicolaj don’t endeavour to woo influencers. Instead of implementing a rigid outreach or gifting strategy, the pair allow brand reputation and awareness to blossom as organically as possible.In keeping with this tactic, Ganni keeps itself relatable by ensuring it always responds to direct questions from users on Instagram, keeping a ialogue open with its customers and forging a sense of likeminded community.Ganni is a purpose-led Scandinavian brand defining smart luxury on its own terms. As a data-led brand, Ganni wanted to apply the same level of rigorous insight to its social media marketing strategy. To capitalize on the rise of social entertainment, the brand needed to ncrease its investment in video on Instagram, while ensuring that it could consistently create attention-grabbing Reels that speak to its target audience of first movers and Gen
Z. To unlock the winning formula for its Instagram video strategy, the brand leveraged Dash Social’s Instagram Reels solution to gain instant access to key performance insights, with the added benefit of easily being able to schedule and manage its entire library of content across channels.Since the launch of Reels, Ganni has been prioritizing video to build awareness and loyalty with its trend-forward audience. While Ganni wants to ensure that it preserves the luxe aesthetic of the brand with highly produced creative, the social media team understands that lo-fi, authentic content is also necessary to appeal to their target consumer. As Social Media Marketing and Influencer Marketing has become mainstream, GANNI kept its strategy focused on data. It stopped focusing on celebrities, and started targeting local influencers or those from regions where the brand wanted to be: influencer people with a relevant number of followers who tend to show higher conversions. The brand then focuses on regions with interesting and significant numbers of people.In an age where authenticity is the new commodity, the founders of the brand remain GANNI’s biggest ambassadors.The brand has been defending causes and cares about its people and community. This is remarkable through the brand actions it has been developing. The emotional charge and connection with people is visible here and this is definitely the greatest asset a company can have: its community.GANNI has a strong presence on INSTAGRAM and is a brand that influences in an extraordinary way.
There is a growing generation that few people have heard of. Within the next few years they will outnumber the Baby Boomers, and many of them will live to see the 22nd Century.We’re talking about Generation Alpha, the children of Generation Y, and often the younger siblings of Generation Z. Simply put, Generation Alpha are defined as those born from 2010-2024. More than 2.8 million are born globally every week. When they have all been born (2025) they will number almost 2 billion – the largest generation in the history of the world.While they are the youngest generation, they have brand influence and purchasing power beyond their years. They shape the social media landscape, are the popular culture influencers, the emerging consumers and by the end of the 2020’s will be moving into adulthood, the workforce and household formation, ready or not.Gen Alpha are the most materially endowed generation ever, the most technologically savvy generation ever and they will enjoy a longer life span than any previous generation.They will stay in education longer, start their earning years later and stay at home with their parents later than even their predecessors, Gen Z and Gen Y. The role of parents therefore will span a longer age range – with many of these Gen Alphas likely to be still living at home into their late 20’s.This newest generation are part of an unintentional global experiment where screens are placed in front of them from the youngest age as pacifiers, entertainers and educational aids. This great screen age in which we are all living has bigger impacts on the generation exposed to such screen saturation during their formative years.From shorter attention spans to the gamification of education, from increased digital literacy to impaired social formation, these times impact us all but transform those in their formative years. Generation Alpha began being born in 2010, the year the iPad was launched, Instagram was created, and App was the word of the year- and so from their earliest years, they have been screenagers.With the increase in screen and technology, there’s no doubt that Generation Alpha will feel this influence in their schooling.For many, their childhood likely involved doing things that were new experiences, like taking piano lessons, playing sports with friends or reading books. These experiences helped shape them because they were engaging and gave opportunities to learn.While this is likely to happen still, the way Gen Alpha learn involves technology and has become more advanced and accessible through devices such as smartphones and tablets. This is already a trend among their forerunners, Gen Z, with TikTok (42%) the third most engaged with platform by students to teach themselves new skills, coming in above parents (39%).More people than ever, especially the emerging generations have access to information about anything with the rise of the internet.By 2029, when the oldest Generation Alphas enter into adulthood and the youngest Generation Alphas reach the age of five, their economic footprint will reach more than US$5.46 trillion. This means that organisations today should be thinking about the future consumer in Generation Alpha.Generational definitions are most useful when they span a set age range and so allow meaningful comparisons across generations. That is why the generations today each span 15 years with Generation Y (Millennials) born from 1980 to 1994; Generation Z from 1995 to 2009 and Generation Alpha from 2010 to 2024. And so it follows that Generation Beta will be born from 2025 to 2039.If the nomenclature sticks, then we will afterwards have Generation Gamma and Generation Delta, but we won’t be getting there until the second half of the 21st Century so there is plenty of time to reflect on the labels!Because members of Generation Alpha are still children, they are under the influence of their parents, who are typically millennials. Millennials’ habitual use of social media, including to share photographs, videos, or stories of their children, means that much of Generation Alpha will be online from birth. They are the first generation to experience remote classrooms, tablet computers, and ubiquitous streamingservices from early childhood. They will also likely be affected by the emerging use of artificial intelligence(AI), both through voice assistants like Siri or Alexa and natural language processing tools like ChatGPT.The behaviours, attitudes, and habits of Generation Alpha will likely be affected more than those of any other generation by the COVID-19 pandemic. Some researchers have referred to Generation Alpha as “Gen C” or “Generation COVID” because they will be the first generation to grow up largely or entirely in a world touched by the COVID-19 pandemic and the response to it. The pandemic accelerated existing trends in technology affecting Generation Alpha, encouraging more digital communication, particularly in industrialized countries, through the use of video calls, meetings, and remote classroom settings. Generation Alpha has spent more time at home with their parents than they otherwise would have as a result of the COVID-19 pandemic.