GANNI SS24 a show concept driven by Artificial Intelligence

GANNI SS24 presents a show concept driven by Artificial Intelligence

HELLO, WORLD!

“Nicolaj has a background in tech, so we have been talking about Artificial Intelligence for years. Recently, it feels like something else to panic about, because it’s so far from my world.

But I was thinking about AI’s potential for good. As a mother of three kids, and as a woman running a business, I think a lot about how to raise my kids to be kind, to feel secure, to be responsible. It’s the same with GANNI, how do we grow this brand into the most responsible business it can be? So we talked about how it might be possible to create a kinder, more thoughtful AI, one that does good.

Everything clicked into place when we met the incredible AI artist Cecilie Waagner Falkenstrøm, who has this thoughtful, philosophical take on AI. We worked with Cecilie to create a GANNI AI for the show. We wanted the spirit of the AI to be embodied by a physical form, something natural – my first thought was trees – they are such a symbol of hope and life. We’ve also been spending more time this season with Paloma Elsesser, who we are working with on a capsule that speaks to the joy of feeling confident in your own self and embracing self expression.

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. We are also debuting projects with New Balance and Ace & Tate on the runway. I have literally run out of ways to express in words how much collaboration means to me. Internally our team is unbelievably strong, premier league.

And the wider GANNI community is… it’s everything.” – Ditte Reffstrup, Creative Director, GANNI

This season, GANNI Spring Summer 2024 presents a show concept driven by Artificial Intelligence in collaboration with the artist Cecilie Waagner Falkenstrøm, whose studio in Copenhagen, ARTificial Mind, specializes in creating humanised and interactive tech-art. AI has been a topic at the kitchen table in the Reffstrup house for years. Before they started at GANNI together, Ditte’s husband Nicolaj ran a tech business that invented a chat robot.

The idea of creating a kinder, more thoughtful Artificial Intelligence came to Ditte after one of their late-night conversations about the threat of AI. As Ditte says, “I always feel more positive when I am actively engaged with something”. So, the team worked with artist Cecilie to create an AI that holds a mirror up to the GANNI community – programmed with a ton of data from the brand’s universe.