GANNI SS24 show at Copenhagen Fashion Week is set to redefine the boundaries between fashion, technology, and nature. Through a captivating collaboration with ARTificial Mind studio and artist Cecilie Waagner Falkenstrøm, GANNI is poised to present an experience that not only showcases their latest collection but also challenges our perceptions of the digital and physical realms.
With sustainability and responsible innovation at the forefront, this show introduces a kinder, more humanized AI, symbolically voiced by talking trees, reflecting the brand’s commitment to a harmonious coexistence of nature and technology.
The Fusion of Fashion and Technology
GANNI’s SS24 show is breaking new ground by integrating cutting-edge AI technology with the world of fashion. Collaborating with Cecilie Waagner Falkenstrøm’s ARTificial Mind studio, GANNI is taking a thoughtful approach to AI, prioritizing the emotional and ethical aspects. This approach results in an AI voice that encapsulates the essence of GANNI’s universe and community. This fusion between fashion and technology explores uncharted territories, inviting attendees and viewers alike to ponder the role of AI in the creative world.
Giving Voice to Nature
At the heart of this groundbreaking show lies the ingenious concept of using talking trees as vessels for the AI’s voice. These trees, carefully chosen from SITAS tree nursery, are symbolic of GANNI’s dedication to sustainability and environmental awareness. Just like the brand’s ethos, these trees are native to Denmark, and their presence sparks a conversation about the connection between the digital and natural worlds. Through this approach, GANNI is not only presenting a fashion collection but also highlighting the importance of supporting local biodiversity and adopting eco-conscious practices.
A Historic Setting
The backdrop for the GANNI SS24 show adds another layer of depth to the experience. Hosted in a century-old building in Copenhagen’s vibrant meatpacking district, the show encapsulates both tradition and modernity. This historic location, which has witnessed the transformation of galleries and restaurants over the years, serves as a canvas for GANNI’s innovative narrative. The juxtaposition of past and future amplifies the show’s message of bridging diverse elements into a seamless whole.
“Nicolaj has a background in tech, so we have been talking about Artificial Intelligence for years. Recently, it feels like something else to panic about, because it’s so far from my world. But I was thinking about AI’s potential for good. As a mother of three kids, and as a woman running a business, I think a lot about how to raise my kids to be kind, to feel secure, to be responsible,” says Ditte Reffstrup, Creative Director of GANNI.
“It’s the same with GANNI, how do we grow this brand into the most responsible business it can be? So we talked about how it might be possible to create a kinder, more thoughtful AI, one that does good.”
“Everything clicked into place when we met the incredible AI artist Cecilie Waagner Falkenstrøm, who has this thoughtful, philosophical take on AI,” explains Reffstrup. “We worked with Cecilie to create a GANNI AI for the show. We wanted the spirit of the AI to be embodied by a physical form, something natural – my first thought was trees – they are such a symbol of hope and life. ”
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All images in this article are courtesy of GANNI and their respective owners.
