Your favourite Scandi brand has just landed in Paris, still considered the global capital of fashion. Without losing its essence, both in terms of design, research, and production process, Ganni is embracing its wider audience while presenting a more mature, sophisticated look. Their Spring/Summer 2025 collection, The Craft, proves that evolving while staying true to yourself is the most important key to success. We sneak into the show with photographer Erwan Filidori to capture the Danish brand’s first impression in the French capital. And we can tell you: it is good.
“We’re becoming more and more of a global brand—it felt like we needed a change. Paris is maybe every designer’s biggest dream; it’s still the mother of fashion. It makes sense,” Ganni’s Creative Director, Ditte Reffstrup, told British Vogue ahead of the show. “We’re not trying to be someone we’re not,” Reffstrup continues. “It’s talking to our community that has been with us for many years, but also welcoming newcomers to the brand.” Indeed, from their humble origins in Copenhagen to becoming your favourite influencer’s favourite brand, Ganni’s growth and rise to fame is worthy of a case study.
In Paris, their Spring/Summer 2025 collection played with the characteristic House codes while offering new takes on their identity. Of course, sustainability remains its main pillar: they’ve used deadstock and scraps to create some of the looks, as well as six new textiles, including Circulose®, Celium™ and Symplfyber Fybron™, which made its runway debut at the show. The resources, time, and effort that Ganni puts into its I+D department, especially the initiative Fabrics of the Future, is something to praise. Speaking of this intensive research and craftsmanship needed to develop these pioneering technologies, Ditte Reffstrup refers to it as “witchery.”
The looks were far from horror-inspired though. Even though there were several total black looks, edgy eyelets everywhere (from crossbody bags to belts), and grey cheetah prints, The Craft ist mostly comprised of elegant looks that play with contrasting elements like rigid vs flowy, sheer vs opaque, and elegant vs bold. Bright colours like lime green, blue, pink, and red (especially the closing look) also contrast with darker hues of grey, brown, black, and white, and all of these are styled with Ganni’s prints (from florals to animal), staying true to the brand’s DNA.
