The Danish label is debuting its fall 2021 collection with a live performance and rent-only “stage” capsule.
Ganni was doing just fine before the pandemic, with store openings across the U.K. and U.S.; a legion of influencers who couldn’t get enough of its quirky, leopard-printed collections; runway shows that were the hottest ticket of Copenhagen Fashion Week, and some pretty epic after parties.
Consumer interest has been sustained despite the challenges that ongoing COVID-19 restrictions pose — its extra-large collars, roomy knits and staple leather separates ticked many work-from-home needs. Still, the buzzy Danish label wasn’t afraid to go back to the drawing board and press reset.
For one, it’s all about embracing more inclusive presentation formats instead of holding on to tradition or trying to mimic the runway format on screen.
“We love to take a more upbeat, inclusive approach to fashion week and with a digital concept we are able to put everyone on the invite list,” said Ganni creative director Ditte Reffstrup. “Last year we grew so much closer to our community and this year we wanted to continue that to say thank you and let them know that whatever they are going through, they’re not alone.”