Elevation or evolution? Ganni’s CEO outlines her mission

Vogue: On the customer — the Ganni girl — I’ve been one. I remember the first Ganni dress I bought in probably 2015; it was green, floral and long. I have memories of working in the i-D office wearing one of the check dresses in 2018. The brand defined my journey into adulthood, my mid-20s to early 30s. Is the customer now older like I am, or is she still in her 20s? Who are you targeting?

That’s something we have been discussing with the teams as well. There’s the original girl that’s been there from day one — that community grew organically and it came of age with us. We’ve been going through all the stages of her life with her. In parallel, we are seeing this new generation of girls that are discovering the brand; we see it a lot on socials.

And then our community is also growing because we have been expanding geographically. Our global teams are in conversation and there is always this curiosity to understand what the design specificities in different markets are but whether in Shanghai, New York, Paris, that woman is there. It’s not really a demographic question, it’s about mindset: our customer is a confident woman who cares about what she’s buying and about the planet.

Vogue: For 2025, what are the priorities?

Priority number one is people. We are leveraging the strength of the teams that have been at Ganni from the beginning to make sure that we stay very true to the values of the brand. At the same time, we are bringing in new team members with new skill sets. It’s the mix of both that will aid us on the journey forward.

The second priority is the elevation that we have been discussing — whether on the product side, communication or customer experience. In terms of product, we have been working a lot on fabric innovation and we have also been refining our messaging; our SS25 campaign is shot by Mark Kean, styled by Vanessa Reid and stars Frederikke Sofie, who is a long-time muse of Ditte [Reffstrup, Ganni co-founder and creative director]. On the customer side, we are opening in more traditionally luxury neighborhoods and I’m also focused on a new store concept that will showcase the work that is being done on the product. I think it’s important to a brand as community-led as Ganni; our client is expecting to feel like home when entering any of our stores.

And then the always-on priority is sustainability. We’ve done a lot already but at the end of the day, elevation also means pushing the boundaries in the sustainability field. The entire company is all in on that strategy — we have an internal carbon squad of around 25 people. They are people from every single department and they work together on our carbon reduction objectives.

Vogue: Tell me about the show that is coming up.

We are in the frantic last few weeks before the show, which I love; it’s why I work in this industry. It’s going to be a more intimate show than last time. We decided to take a more curated approach that will showcase our values and creativity in a more relaxed way. So material innovation, craftsmanship and sustainability will be the focus — all styled by Vanessa Reid. The collection looks amazing and I am very excited. It’s a promising time for Ganni.

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