Ganni Pre-Fall 2024 Lookbook

Ganni's Pre-Fall 2024 collection beckons us to embark on a nostalgic journey through the Old World. Titled "Oh, Europa!" this collection is a celebration of beauty, blending elements of revenge travel with a fond look back at the brand's heritage. Creative Director Ditte Reffstrup's keen observations and insights into emerging fashion trends are manifested in a collection that not only embraces nostalgia but also reinvents the brand's iconic motifs, creating a harmonious blend of the old and the new.

The essence of the collection lies in its ability to tap into the collective yearning for the past. Reffstrup, speaking from Copenhagen, articulates the two prevailing tendencies within her team— an inclination towards hard-to-find designs and a post-pandemic rediscovery. The era of wanting the latest and newest has given way to a nostalgia wave, evident not only in fashion but also in music and food. Ganni's Pre-Fall line captures this sentiment, breathing new life into early Ganni pieces that are finding favor with a younger audience.

The collection's aesthetic is characterized by deliberately faded prints and a softened palette that exudes a toned-down softness. This deliberate choice creates a sense of timelessness, as if the pieces have weathered the test of time. The nod to patina speaks to the passing of time, where the edges of memories and experiences become softened and alluring. This intentional aesthetic mirrors Ditte Reffstrup's recent exploration in Portugal, where she wandered through streets rich in history, absorbing the essence of time and place.

Ganni's iconic leopard and rose motifs, shaped jackets, and cowboy boots make a bold return in this collection, reimagined and refreshed. The deliberate fading of prints and the softened palette add a contemporary twist to these familiar codes, giving them a new lease on life. The infusion of punkish elements, such as buckled ballerina flats and innovative layering proposals, adds a rebellious edge to the collection, keeping it modern and dynamic.

As the world reopens post-COVID, Ganni's focus on "comfort fashion" resonates with the prevailing sentiment of the times. The reframing of familiar pieces reflects a desire for clothing that provides both style and ease, a perfect match for the evolving fashion landscape. The collection's ability to balance nostalgia with a contemporary flair positions it as a reflection of the current cultural tenor—one that seeks comfort in the familiar while embracing the excitement of the new.