GANNI introduces its Spring Summer 2026 campaign with model Maggie Maurer, photographed by Harley Weir and styled by Vanessa Reid. Set inside a countryside summer house, the imagery unfolds in intimate interiors where nostalgia, maximalism and memory collide.
A Season Imagined Before It Arrives
In Denmark, winter lingers. Light returns before warmth does. Spring exists first in the imagination. That suspended state, where summer is dreamed before it is lived, forms the emotional core of the collection.
Patchwork becomes the structural language of the season, not merely decorative but foundational. Clashing prints and deconstructed tailoring create tension between spontaneity and intention. Florals signal awakening, crocheted by hand, embroidered, or printed onto denim and shibori organza.
Sculptural, tulip-like silhouettes bloom across dresses, skirts and outerwear. These are designed as timeful pieces, meant to be worn, returned to and layered with meaning over time.
Handmade Memory, Reimagined
Accessories extend the nostalgic spirit. The new Posy bag debuts with the functional charm of classic gardener bags, while the Mini Hobo evolves through embroidery, crochet and print, echoing the ready-to-wear.
Footwear recalls Danish summers outdoors. Wooden clogs and crochet ballerina flats ground the collection in childhood memory and practical ease.
The GANNI Girl, Evolving
Maggie Maurer embodies an ever-evolving expression of the GANNI Girl: confident, subversive and quietly defiant. There is an ease to her presence, a lived-in joy that feels instinctive rather than performed.
Creative Director Ditte Reffstrup roots the collection in shared memories and her own childhood summers:
“Summer has always been a time of discovery for me. Those fragments of childhood stay with you and shape who you become. With this collection, we wanted to turn those fleeting moments into something lasting.”
Afternoons spent playing dress-up without rules live on in garments tied, twisted and draped instinctively. The result is a wardrobe shaped by familiarity, heritage and imagination.
The Spring Summer 2026 collection captures the in-between state of daydreaming, where summer belongs to everyone, even before it begins.
More information at Ganni’s official website.