Fashion 

An Exploration of What "Life on Earth" Means Backstage at GANNI's FW19 Show

A look at the Danish brand’s efforts towards sustainable design.

4,897 Hypes

An Exploration of What "Life on Earth" Means Backstage at GANNI's FW19 Show

A look at the Danish brand’s efforts towards sustainable design.

Returning to its headline spot closing out Copenhagen Fashion Week this season, GANNI presented it’s FW19 collection, “Life on Earth.” A reference to both the identity of the “global GANNI girl” and David Attenborough’s iconic BBC series that the celebrates infinite, natural beauty seen daily across the world, the location was lit up with a 75 metre long wall with dazzling HD screens that displayed the work of award-winning photojournalist Ami Vitale.

“I love the contrast of Ami’s images with our designs – it’s super interesting to have her perspective and bring together the nature photography and fashion world, states Ditte Reffstrup, creative director at GANNI of her decision to co-create the set with the National Geographic photographer. ”She has this approach to photography, that instead of depressing people with a cynical outlook, you can inspire them to take action by showing them the beauty of the world.”

The stunning visuals flickered between images of desert sand dunes and the Grand Canyon, to urban redevelopments, tribespeople, schoolgirls on bicycles and the last photograph ever taken of a white rhino. While some were quick to accuse the Danish label of being “tone deaf” due to its decision to juxtapose some photographs of women of color in underdeveloped countries as a background to a fashion show runway, context is everything. In this particular case, the chosen imagery was a diverse homage to the world, its landscape and inhabitants in all their many forms; arresting, emotional, insightful – at times despondent – but importantly, very real.

GANNI has become almost synonymous with floaty, ultra-feminine dresses which were in high supply in this collection. This time, the prints alternated between ditsy and watercolor florals, textural blue waves animal prints and of course, the opening number which boasted a fully-sequinned glimpse at the world from above. Additionally, there were sharply tailored coat-dresses, printed miniskirts, wide-leg pants and oversized jackets – a complete uniform for the cool girl in the modern world.

Despite the attempts to stir controversy, “Life on Earth” means more to GANNI than just providing the inspiration behind this single collection. The fashion industry has long struggled when it comes to issues like diversity and ethical design and the brand acknowledges the importance behind sustainability and how its design process has been challenged by it in the past. Throughout the last few years, however, GANNI has quietly launched over 25 sustainable initiatives, ranging between those that deal with supply chain issues to those that educate its customers and workforce.

GANNI FW19 Life on Earth Copenhagen Fashion Week Show Fall Winter 2019 Collection 66North

Paul Jeong/HYPEBAE

This season, the brand teamed up once more on a collaborative capsule collection with 66North, an Icelandic outerwear brand which is also known for its commitments to social responsibility and ethical design. It’s also actively working with more recycled materials and will release a sustainable collaboration with Swedish Stockings for FW19. For those who still find the disparity between images of the natural world and a fashion week runway unsettling, all profits from T-shirt’s sold at GANNI’s KIOSK pop-up will be donated to Conservation International.

While it’s a relatively minor effort when it comes to the many global issues faced today, every contribution counts. Life on Earth affects us all; GANNI is just trying to play its small part in the bigger picture where countless other fashion labels continue to fall behind, and that itself should be commended.

Read Full Article
Text By
Share this article

What to Read Next

Your Exclusive Backstage Look at The Off-White™ FW24 Show
Fashion

Your Exclusive Backstage Look at The Off-White™ FW24 Show

“BLACK BY POPULAR DEMAND.”

16Arlington FW24 Questions: What Makes a Monster?
Fashion

16Arlington FW24 Questions: What Makes a Monster?

Halloween but make it fashion (week).

Layering Is the Name of the Game at Paloma Wool FW24
Fashion

Layering Is the Name of the Game at Paloma Wool FW24

Kicking things off with an experimental performance directed by Carlota Guerrero.


Trouser Skorts Are Taking Over FW24 Runways
Fashion

Trouser Skorts Are Taking Over FW24 Runways

Kicking things off at Copenhagen Fashion Week.

New Balance Is the Cool Girl's Choice of Sneaker This Spring Season
Fashion 

New Balance Is the Cool Girl's Choice of Sneaker This Spring Season

Our latest editorial presents four ways to style the understated shoe.

Alexander Wang Just Dropped an Exclusive "dot com" Capsule Collection
Art & Design

Alexander Wang Just Dropped an Exclusive "dot com" Capsule Collection

Featuring a few office essentials.

Savage X Fenty Unveils Its SS19 Drop & Colorful Campaign
Fashion

Savage X Fenty Unveils Its SS19 Drop & Colorful Campaign

Just in time for Valentine’s Day.

Get Serious Coat Envy Backstage at STAND's FW19 Show
Fashion 

Get Serious Coat Envy Backstage at STAND's FW19 Show

The Swedish brand makes a strong debut at Copenhagen Fashion Week.

Noah's SS19 Lookbook Has Us Dreaming of Summertime
Fashion

Noah's SS19 Lookbook Has Us Dreaming of Summertime

Filled with youthful graphics.


The HYPEBAE Valentine's Day Gift Guide for the Special Guy in Your Life
Culture 

The HYPEBAE Valentine's Day Gift Guide for the Special Guy in Your Life

Featuring Off-White™, Louis Vuitton and more.

#hypebaekicks Review: ARKK Copenhagen Kanetyk
Footwear

#hypebaekicks Review: ARKK Copenhagen Kanetyk

Find out why this sneaker has potential to become the next big thing.


Take a Look at Axel Arigato's First Ready-To-Wear Collection
Fashion

Take a Look at Axel Arigato's First Ready-To-Wear Collection

“HYPERSPEED.”

More ▾
 

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.