Ganni’s SS24 Runway Beats Were Born From Bytes

Unveiling its Spring/Summer 2024 showcase in Copenhagen, the Danish brand delved into the realm of generative artificial intelligence, showcasing its potential to craft captivating and immersive experiences using an AI generated playlist.

Can AI change how fashion shows happen in the future? People in the fashion industry have been talking about this idea for the past year, but not many fashion brands have tried using AI to make their designs. Recently, at Copenhagen Fashion Week’s Spring/Summer 2024 show, a brand called Ganni decided to explore this idea.

Ganni worked together with a digital artist named Cecilie Waagner Falkenstrøm and her studio, called Artificial Mind. They made a special AI tool, like a smart computer, which is similar to the one OpenAI made called ChatGPT. This AI tool from Ganni was trained on information about the brand and what fans and influencers said online, especially the “Ganni Girls.” During the show, people could talk to the AI by asking questions through microphones near some trees in the venue. The AI would answer back based on what Ganni thinks. The goal was to give people ideas about being more responsible in their lives, according to what the AI said.

Before the show, when asked what the event would be like, Ganni’s AI said, “Imagine walking into a magical forest full of fashion and good vibes. Believe me, you won’t forget it.”

Ganni also used the AI to create the music for the show. They put in some of the favorite songs of the Ganni community and the AI made a playlist. Some of the songs were ‘Whenever Wherever’ by Shakira and ‘Kill This Love’ by Blackpink. This idea started when one of Ganni’s owners, Nikolaj Reffstrup, played around with ChatGPT and asked what their next collection should be like. This happened just a few days before they began working on the Spring/Summer 2024 designs. Nikolaj’s wife, Ditte, who is the creative director, found this interesting and decided to use AI in the show itself.

Ditte didn’t want to create AI-made clothes because that could raise problems about originality and copyrights. Instead, she wanted to show how AI could be a part of the show experience. She thought it would be cool for people to see AI in action and to learn about how this collection started. To make Ganni’s AI feel more human-like, they worked with Cecilie, who has a gentle approach to combining AI and art.

Making this AI was tough. They needed a lot of data to make sure the AI sounded like the Ganni community and understood their interests, like caring about the environment and being social. Cecilie said it was challenging to make the AI care about climate change and sustainability without sounding boring. They had to gather input from Ganni Girls from all around the world. This made the AI similar to the Ganni Girls, who love to have fun but also care about the planet.

Mandatory Credit: Photo by Cynthia Anderson/Shutterstock (14049983ai) Models on the catwalk Ganni show, Runway, Spring Summer 2024, Copenhagen Fashion Week, Denmark – 10 Aug 2023

This isn’t the first time fashion brands have used AI for ideas. Other brands like Coperni and G-Star Raw have used AI to design clothes. But Ganni didn’t use AI to design the clothes in this collection. Still, some of the Spring/Summer 2024 designs were inspired by what the AI said and by the mix of digital and real life, technology and fashion. Alongside Ganni’s usual natural colors and flower patterns, they added dresses with unique shapes, shiny metallic fabrics, and flowers that look like metal.

Apart from the AI stuff, Ganni also introduced new collaborations during the show, like working with New Balance and Ace & Tate. The show started with Paloma Elsesser, a model who wore an outfit from her upcoming Ganni collaboration, which will come out in Spring 2024. The outfit is for all body types, and Ditte thinks Paloma is a great role model for everyone.

The show also revealed Ganni’s vision for future materials. They introduced things like Oleatex, a kind of leather made from plants leftover from making olive oil, and Algreen’s sequins, which are made from seaweed and leftover plant bits. Ditte said they’re always trying to find new ways to make their materials better, and using sustainable materials like these sequins was a big step.

Looking ahead, Ganni isn’t sure if they’ll keep using AI in their shows or creative process. But for Ditte, this journey was both exciting and a bit scary. She thinks the future holds a lot of unknowns about what AI might mean for fashion.