I Love Will Campbell New England Patriots Shirt
Because I come from this more traditional luxury world, the codes of a brand are very important to me. And one of the codes of Ganni is Copenhagen. The brand was born in Copenhagen. But it doesn’t mean we need to show in Copenhagen. It’s about making sure the culture of the brand is everywhere — in our New York office, our Shanghai office and in every single store. As the brand is growing and becoming significant, we are willing to address a wider audience and that audience is in Paris. Having said that, we are very keen to continue to be patrons of Copenhagen Fashion Week; we are working with the new talent programme on bringing up the next generation of creatives. On a practical level, we had a Paris office before I joined and this office is just becoming bigger. The teams are also very flexible and digitally savvy, so I don’t see a barrier as long as I pursue my mission of ensuring the strong company culture is everywhere. Vogue: Is Ganni a luxury or contemporary brand? Or are you defining a new niche within the contemporary market?I Love Will Campbell New England Patriots Shirt
Listen, we could go on for hours about what is luxury, what is contemporary, etc. I think what sets Ganni apart is that we are a creative brand. We don’t look like any other brand. That’s really key for me. The conversation surrounding luxury versus contemporary… is it a matter of pricing? Vogue: This is the question of our time I guess — how do you define luxury today? We recently did a survey at Vogue Business and it showed consumers don’t trust traditional luxury brands to deliver on their values. Exactly. I think it’s a lot about creativity and craftsmanship. And we are going to focus on craftsmanship even more at Ganni. We are doing it already with the collection that we showed last season, and with the collection that we are about to show. Then, there is the community conversation — a lot of our clients are what we call traditional luxury consumers. We know that they buy from luxury brands and they buy Ganni, too. So in that sense, we are part of this world. But we don’t try to put ourselves in a box.
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