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Listen, we could go on for hours about what is luxury, what is contemporary, etc. I think what sets Ganni apart is that we are a creative brand. We don’t look like any other brand. That’s really key for me. The conversation surrounding luxury versus contemporary… is it a matter of pricing? Vogue: This is the question of our time I guess — how do you define luxury today? We recently did a survey at Vogue Business and it showed consumers don’t trust traditional luxury brands to deliver on their values. Exactly. I think it’s a lot about creativity and craftsmanship. And we are going to focus on craftsmanship even more at Ganni. We are doing it already with the collection that we showed last season, and with the collection that we are about to show. Then, there is the community conversation — a lot of our clients are what we call traditional luxury consumers. We know that they buy from luxury brands and they buy Ganni, too. So in that sense, we are part of this world. But we don’t try to put ourselves in a box.Nice Traumatized By My Dad Not Being There And By My Mom Being There Shirt
Ganni co-founder and creative director, Ditte Reffstrup with models backstage after the Spring/Summer 2025 show. Photo: Acielle / Style Du Monde 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.
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