2D FASHION DESIGN PORTFOLIO; by Luiza O-G. by luizaosam

LOOK OUT NOW FOR LIMITED COLLECTION SPRING/SUMMER 2023

ONE-TIME COLLABORATION BETWEEN GANNI AND LUIZA O-G.

GANNI’S IDENTITY WHY YOU SHOULD KEEP AN EYE AT THIS DANISH BRAND

Founded by Frans Truelsen danish brand launched as Cashmere apparel in 1999/2000 brand, bought out in 2009 by the Reffstrups’ couple. Who is the power couple behind the brand? Ditte is a creative director and designer of Ganni. She started her career as a clothes buyer for Danish and Parisian brands. Nicolaj, as a former eco-aware technology entrepreneur, became CEO of the brand (Current CEO - Andrea Balko, after Nicolaj stepped down in 2018). Ganni easily classifies as a luxury brand with affordable prices. Some may say it’s in the “sweet spot” between Zara’s affordability and Dior’s luxuriance. You can get scrunchie for £20 as well as about £900 worth dress. Theirs average price range is set about £250.

Ganni’s uniqueness is set in their danish roots. With main city being Copenhagen, Ditte designs comfortable, cherish and feminine with a bit of masculine notes pieces.

OVERDYED DENIM SIGNATURE TRUCKER JACKET £265

PLEATED GEORGETTE SHIRT MIDI DRESS £205 RECYCLED LEATHER TOTE £245

WRAP TOP £125

CHUNKY HEELED SLINGBACKS £295

BLEACH DENIM BETZY £195

PLEATED GEORGETTE WIDE MINI SHIRT DRESS £195

BRAND COMPETITORS WHAT’S GANNI’S MARKET POSITION AND OTHER SIMILAR-THINKING BRNDS

After researching brands that with their statement, customer range and playfulness remind me of GANNI, I’ve decided to include Nadushka and Molly Goddard. Although prices at both competitors are higher than GANNI’s, all three are included in High Street market.

Upcycled denim Light wash; £26

Founded in 2006 Budapest brand, Nadushka’s broad clothing and accessories range and sustainability efforts shows that young brands have somewhat better understanding about fashion’s impact on our Mother Earth.

Mesh-jersey oversized tile print dress Brown; £295

Molly Goddard, as a British designer who launched in 2014 with her tulle dresses, expanded with sustainable line of bags. Her main motive is to bring joy, colour and playfulness into fashion world. Her statement about creating not boring clothing sounds like Ditte Reffstrup.. … just a bit more expensive and focused on pleading and Italian stiff tulle!

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Jimmy Dress Pink; £1,300

Bella Top Light Blue; £300

CUSTOMER IDENTITY GANNI relies on its customers’ opinions and experience with the brand. The idea behind #GANNIGIRLS came when Ditte decided that she didn’t want to promote her brand via only catwalk models. Authenticity and trust come easy when you’ve got hundreds of girlfriends behind you! That’s what I love about the brand!! You can see their clothes on stars like Selena Gomez and regular neighbourhood girls!

GANNI GIRL Age: 25-45 Living in: Big, Modern City Job: Content Creator Interests: Fashion, Movies, Hang-outs with Girls Fav food: Thai, Vegan Car: Toyota Yaris Hybrid Dream vacations: Maui

OMNICHANNEL PLATFORMS That unique Danish brand has stores across Europe, UK and States! I had the pleasure of visiting one of the stores in London. Interior and small but meaningful and made from recycled plastic features make a great impression of moving in time and space to a cute girls-world. You can follow the brand on all major social media. Facebook, YouTube, and not one but 2 Instagram accounts - leading fashion Ganni and GanniLAB that show their journey to being as much responsible as possible! How amazing is that?!

RESPONSIBILITY AND WHY THIS IS A NEW SUSTAINABILITY AND TOTAL GAMECHANGER IN FASHION INDUSTRY

GANNI is the most trustworthy brand that I’ve met so far! Since Reffstrup’s couple took over the company in 2013, they decided to start looking at methods to combine a love for fashion, the planet and people. By setting 44 goals towards becoming the best version of themselves! By the end of 2021, they’ve achieved 30 of their goals, and here’s what does that mean exactly: - 92% of their 2022 spring/summer collection is made from recycled, upcycled or organic fabrics and materials. - 74% of the management team in GANNI are identifying themselves as women - In August 2021, the company managed to make stages 1-2 of sourcing 100% traceable for their customers (a total of 115 sources across the world) -November 2021 was the last Ready To Wear collection using virgin leather. The collection will still be sold into 2022, so the actual carbon reduction will not be seen until 2023. What sort of impact I can offer to the brand with my collection is a way of packaging! Imagine using only recyclable tape on equally eco boxes and 100% recycled plastic bags inside to secure ready clothing from moisture and rain! I am amazed how GANNI is making progress in its goals. If all of the high-street fashion brands could do the same, the fashion industry would be better.

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COPY CREDITS AND REFERENCES https ://www.ganni.com/ en-gb/ganni-universe.html https://www.ganni.com/en-gb/dresses/ https ://www.ganni.com/ e n - g b / g a n n i - g i r l s . h t m l https://responsibilityrep o r t 2 0 2 0 . g a n n i . c o m https://responsibilityrep o r t 2 0 2 1 . g a n n i . c o m https ://www.ganni.com/en-gb/shoes/ https://www.instagram.com/ganni.lab/ https ://www.instagram.com/ganni/ h t t p s : / / w w w . f a c e book.com/ganniofficial/ https ://www.youtube.com/c/GANNI h t t p s : / / w w w. p i n t e r e s t . co.uk/luiza22699/_saved/