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It does, but I think what really matters in my line of work is to respect creativity and to be the person that enables it. Well, the point of view changed. Ganni is not a traditional luxury brand. It’s also been a change to work for a brand that is not part of a big group. I learnt a lot at Kering about the luxury customer and the retail environment. Learnings that help me shape our strategy and our trajectory at Ganni. Ganni’s Spring/Summer 2025 campaign was released last month. Photographed by Mark Kean and styled by Vanessa Reid, it stars Frederikke Sofie – a longtime muse of the brand. Vogue: A little after you started at Ganni, the brand moved from showing in Copenhagen to Paris. What does that mean? How is the company changing to make that pivot?Nice Will Campbell I Love Drake Maye Shirt
Because I come from this more traditional luxury world, the codes of a brand are very important to me. And one of the codes of Ganni is Copenhagen. The brand was born in Copenhagen. But it doesn’t mean we need to show in Copenhagen. It’s about making sure the culture of the brand is everywhere — in our New York office, our Shanghai office and in every single store. As the brand is growing and becoming significant, we are willing to address a wider audience and that audience is in Paris. Having said that, we are very keen to continue to be patrons of Copenhagen Fashion Week; we are working with the new talent programme on bringing up the next generation of creatives. On a practical level, we had a Paris office before I joined and this office is just becoming bigger. The teams are also very flexible and digitally savvy, so I don’t see a barrier as long as I pursue my mission of ensuring the strong company culture is everywhere. Vogue: Is Ganni a luxury or contemporary brand? Or are you defining a new niche within the contemporary market?
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