In recent years, Ganni has become known as the label that redefined Scandinavian fashion. Their Scandi 2.0 sense of style, envisioned by Creative Director Ditte Reffstrup and CEO Nicolaj Reffstrup, combines a love of all things fashion, with colour, personality and most importantly, fun. For their SS23 collection, titled ‘JOYRIDE’ and inspired by the energy of Copenhagen in summer – best experienced when cycling through the city in the early hours of the morning with headphones on, the Danish label sent BMX riders -ve to run with many colors. waterfront runway, all before introducing a steady stream of ready-to-wear pieces.
Of course, in typical Ganni fashion, there were a number of collaborations that hit the runway this season, from color-block windbreakers in partnership with Icelandic outerwear specialists 66North and wax jackets created with Barbour, to the latest collection Levi’s® x Ganni inspired by Mother. Nature. The latter is made with at least 55% certified organic cotton and natural dyes – from real plants and minerals, using water-saving techniques – and consists of a range of signature silhouettes that are just as at home in nature. busy city. You’ll have to look no further than the campaign with Emma Chamberlain and her friends as they venture into the garden to grow some otherworldly produce (read more about that!), to get into the spirit.
Ahead of Ganni’s SS23 show, we sat down with the YouTube sensation to chat about the new collaboration, her changing relationship with social media and Emma’s fashion chops. Well, let’s get to it then!
**Hello Emma! Let’s start by discussing your relationship with Ganni and Levi’s. When did you first start working with them?
**I started working with Levi’s over a year ago. I don’t know if it’s been two years, but a long time. It’s been a lot of fun because I’ve been a Levi’s girl, whether they wanted to or not, for a very long time – like, since I was old enough to wear jeans. It’s been such a natural partnership since day one with them. And then Ganni, I’ve been a fan and a wearer since I found out about them, so it was so exciting. We got together because of Levi’s, but I was already there – already loving the brand. Them doing a collaboration was so cool, and I was like, count me in! I’m ready. It’s rare to see two brands that are both your personal vibe come together to make something. I am buying the whole collection. You know, like it’s a necessity.
**Of course. Do you say Ganni or GAH-NNI?
**I am a Ganni girl. But how, I realized it depends on the interpretation.
I think it is, too. But I have to say Gani.
**What is it about Ganni that you find attractive as a brand?
**I love how they have this mix, like a cool girl, slightly edgy vibe. But at the same time, it’s also very playful and youthful. This combination is magical to me, because I am very much me. I like that balance and it kind of creates its own genre. And everything is comfortable.
** You mentioned wearing a look from the Levi’s® x GANNI collaboration at the Ganni show later. Tell us about the shoot you did for the campaign.
**We shot it in London a few months ago and it was my first time there. It was a beautiful day. I mean, we were in a garden. And you know, we’re getting into the feel of what the collection is about. The whole theme is these huge, extreme vegetables that obviously don’t exist. So we were imitating. It was nice to see it all come together after filming was done and the vision really come to life. You know, I actually – fun fact – had a needle the day of the shoot.
**Oh no!
** Honestly, if you really look closely, you can see it. This is true. Like my eye was so swollen and anyone who knows what I look like will say, “Ew, something’s going on with her eye.” But guess what? It’s like having allergies. Mine was really heavy even though, like one day, I couldn’t open my eye. It doesn’t feel good. Not good.
**How would you describe your personal style? Has it evolved as you participate more high fashion events?
**At this point in my life, I’m trying to stick to things that are classic, which I will never do again. So you know, mixing and matching, just different classic silhouettes and pieces and having fun with it. I also don’t follow the rules. I’m kind of open to anything. Like, if it feels good, it feels good. I don’t put myself in any box. I think the underlying theme of everything I wear – and I think everyone should look at clothes like this – the underlying theme will always be you. And so, that’s what makes a cool outfit. Anything can be your style if you wear it with confidence, and if you wear it with heart.
My appreciation for fashion has really blossomed even more from those experiences, but I feel like the major changes that have happened have just been part of growing up and discovering who I am in general. I’m not someone who wears designer clothes every day. I mean, I love a bag. Like a bag? I’m here for it. Everything else, I like to be a little more desolate. I’m not picky about where my clothes are from. I’m in awe of how it looks as a unit. My style has definitely changed, but so have I, so who knows.
Emma Chamberlain and three other models dressed in pastel denim
**What is the worst outfit you have ever worn?
**My worst outfit? I would say what I wore to the Streamy Awards in 2018. I literally never want to look at that outfit again. it’s of foul me I don’t even know how it happened. It was like these ugly plaid pants; they were just so bad, like they didn’t fit right, with a crappy Gucci belt. Like, God help me. It was just weird. It was 2018, I didn’t know who I was. With these Gucci boots, it just wasn’t… I’m not saying there’s anything wrong with Gucci. Okay, that’s not what I’m saying, I love Gucci.
** We love Gucci.
** We love Gucci. But it was the worst. Now I know that a brand like Gucci makes the most beautiful pieces. And I was only buying the logo belt? There’s a lot more cool stuff they’ve done that’s a lot more my style, but all I knew was like, the G logo, okay, yeah. The whole fashion world was so confusing to me that I didn’t know what to do. I was just choosing what I had seen others wear. And this outfit is dirty. I hope you don’t even google it because it was so bad. And I know you will. And we will all cry about it.
**I won’t Google it.
**You can. I give you permission. Listen, that was like five years ago now. Do you understand what I mean? We have passed it.
**Is there a trend or aesthetic right now that you just can’t sit with?
**I hate low waist pants. I mean, listen, like, I know it’s an obvious thing to hate. But it’s one of the only things I really hate. I’ve also never been a fan of neon. Like neon? I hate it. And when is it in? I do not care. I love it, don’t take it anywhere near me.
A model wearing a denim look next to a giant radish
**Low rise jeans are really hanging around.
**They should stop. Like, where is everything? What are you doing? I hate it. It’s also uncomfortable.
They are quite unpleasant. You have no pockets. Or you can put something like this it big in your pockets.I can’t handle it. They are actually a shockingly difficult thing to style in my opinion.
**There is no doubt that social media has totally transformed fashion and the way we consume it. How has your love of fashion informed your journey as a content creator?
**I have always loved fashion, before doing this job as well. When I was literally home alone and the only people following me on Instagram were people from my high school and my family, I always loved dressing up for Instagram. Making a story out of it has always been very, very fun for me. You know, choosing a specific outfit for a certain place I’m going. I’ve always loved that and making the vision come to life. I think I’m in a different place now where I’m more excited about fashion, in the sense of like, actually figuring out how to make pieces fit and comfortable, but trying to keep it fresh in it. the same time and create, as one moment moment in social networks.
All in all, I’m ready to tone it down and be real about it a little more. Not that it wasn’t true before, but it was more of an art form for me, which is honestly kind of embarrassing for me to say. I feel like calling [posting on Instagram] an art form is crazy. But it really is – getting into an outfit, finding a location, taking a picture, it’s a production. It feels like a project and people really take it seriously. I really appreciate how people curate their Instagram and, you know, tell a story about themselves and what their preferences and aesthetic are. This is a truly unique thing that is happening that has never happened before.
**Yes, it is very powerful. Has your relationship with social media changed then?
**I mean, I just think I’m in a place now where I’m not putting any pressure on myself. I only do it when I feel like it. If I don’t have anything to post, you know, I just don’t post. And if I’m doing a lot of stuff, I’ll post ten times a day. I do not care. I’ve followed a rule where it’s like, okay Emma, you have to post this often. And you should post WHO IS FUN, ALL THE TIME or YOU DO STUFF, ALL THE TIME. And the truth is, I’m not doing things all the time.
There’s going to be two months where I’m doing stuff and it’s happening, and I’m posting, posting, posting. Then there’s another two months where I’m just not doing shit, and me they want not to do shit. For example, I want to work quietly in the corner, be in my PJs every day and get my work done, not have to be tired and stuff like that. Just knowing that helps, remembering that my life has cycles, and some of those cycles are interesting for social media and some aren’t. And not making my life seem interesting just because I have nothing to post on social media, you know?
**Yes of course. A lot of the backstage is actually just being on the couch and watching Netflix.
**Yes, 1000%.
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**Loans
**All images courtesy of Ganni.
