GANNI Fall/Winter 2025: The Sound of Individuality
Photos: Mark Kean
By PAGE Editor
For its Fall/Winter 2025 campaign, the Copenhagen-based fashion house GANNI turns up the volume on its core ethos of radical and joyful self-expression. Titled simply "The GANNI FALL WINTER 2025 CAMPAIGN," the new season is presented as a symphony of contrast, confidence, and the electric force of music, which serves as the ultimate catalyst for individuality.
This campaign is a direct continuation of the energy first unleashed on the runway, where an original soundtrack by Danish musician Frederik Valentin initially set the tone. Now, GANNI brings together a global ensemble of six rising music artists, each a virtuoso in their own right, to embody the spirit of the season, which is unguarded, electric, and entirely themselves. The cast includes Sweden’s Toxe, Denmark’s True Blue, the UK’s Charlie Osborne, France’s Crystal Murray, the UK’s Ren G, and British-French artist Lauren Auder, and they represent the vanguard of sound, each with a distinct voice that defies easy categorization. They are the living and breathing manifestation of the collection’s core values.
Lensed by photographer Mark Kean and styled by Vanessa Reid, the campaign visuals are a study in dynamic contrast. They shift deliberately between raw and intimate black-and-white portraits and vivid and colour-saturated scenes. In every single frame, the artists are captured in a state of authentic motion, whether it is mid-laugh, mid-conversation, or mid-flow. They are styled in the collection’s sculptural silhouettes and tactile layers, and the looks transform beautifully across light and shadow, which effectively mirrors the design's core interplay of volume and restraint and softness and structure.
Creative Director Ditte Reffstrup explains the inspiration behind the campaign, stating that music has always been a huge part of her life and a constant source of inspiration for GANNI. For this season, she wanted to celebrate that specific feeling when the music hits and you are completely in your own flow. She emphasizes that the campaign is about giving space to individuality and that working with these emerging artists feels like a natural extension of that goal, as it shines a light on the next generation and gives them a platform to be seen, heard, and celebrated.
The collection itself is a masterful blend of maximalist energy and craft-led comfort. It expertly mixes rich prints and textures with sculptural tailoring and unexpected details. Voluminous coats, asymmetric suiting, and fluid dresses with curtain-like draping are designed to cocoon the body, while hand-crocheted knits, floral jacquards, and alternative-fur detailing provide essential softness and tactility. The overall aesthetic includes nods to domestic interiors and evokes a sense of "faded grandeur," which creates a powerful narrative of coming home to oneself.
A key debut for the season is the Kat Bag, a new sculptural shoulder bag defined by a '90s nonchalance. This bag is handcrafted from soft and recycled leather, and it successfully balances bold proportions with a sense of relaxed ease, which perfectly epitomizes the season’s overarching ethos.
At its very heart, the Fall/Winter 2025 campaign is more than a simple fashion presentation. It is a celebration of music as a fundamental creative foundation and a vital connector of community. It reflects GANNI’s enduring commitment to championing the next generation of talent and to fostering a culture where individuality is not just accepted but is actively amplified. The GANNI Fall/Winter 2025 collection is available online and in stores now.
The campaign features a diverse group of artists. Charlie Osborne is a UK-based artist working across sound, performance, sculpture, and text, and her practice is a cross-disciplinary and community-driven experiment. Crystal Murray is Paris-born and London-based, and her music moves between rock intensity, trip-hop grooves, and raw vulnerability, and she is currently recording her second album.
Lauren Auder is a British-French artist who reshapes orchestral pop through classical, experimental, and emo influences, and she expertly balances grandeur with intimacy. Ren G is a New York-born artist who emerged from the electronic duo Club Eat with a solo sound that defiantly defies genre, and her work captures a restless nightlife energy. Toxe is a Swedish producer who has crafted a bold and instantly recognizable electronic sound since her debut at age 15, and her sound is now evolving with lyrics in her native Swedish. True Blue is a New York-to-Copenhagen artist who crafts hypnotic pop with a distinct surrealist edge, and she weaves the synthetic with the spiritual in her work.
GANNI is based in Copenhagen and is owned and run by the husband-and-wife team of Creative Director Ditte Reffstrup and Founder Nicolaj Reffstrup. The brand has developed exponentially over recent years with its signature Scandi 2.0 sense of style. GANNI is all about making the community who wear its clothes feel even more confident and capable of anything.
The company has offices in Copenhagen, Paris, New York, and Shanghai. It is represented in more than 700 of the world’s finest retailers and operates more than 70 GANNI stores across Europe, the United States, and Asia. Its e-commerce platform, GANNI.com, delivers internationally to 35 countries. GANNI has been a B Corp certified company since 2022.
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