Why Ganni Is Switching Copenhagen For Paris Fashion Week

Ganni has long been Copenhagen Fashion Week’s flagship brand. But after two seasons off showing in the Danish capital, Ganni is making the move to Paris Fashion Week for spring/summer 2025, with a show on Tuesday 24 September. And it’s not a one-off.

“Ganni has established itself globally, and as we enter our next chapter of growth, showcasing in Paris is a natural evolution for our brand equity and scale,” said Ganni CEO Laura Du Rusquec in a statement. Du Rusquec, who was previously deputy CEO of Balenciaga, joined Ganni in April, replacing outgoing CEO Andrea Baldo after five years. Her main focus is global expansion, with the Paris move being part of a long-term strategy, according to the brand.

“Paris offers an unparalleled global platform, and we are excited to present our SS25 collection, along with our ongoing vision and commitment to responsibility in the fashion industry,” Du Rusquec said.

Ganni was launched as a fashion label in 2009 by husband and wife duo Nicolaj and Ditte Reffstrup. Ditte is creative director, while Nicolaj stepped down as CEO to make way for Baldo five years ago and focus on the brand’s ambitious responsibility goals. It’s arguably the most prominent Danish brand, with 700 global stockists and 70 stores.

Although Copenhagen Fashion Week continues to grow and attract global buyers and press, the Copenhagen-to-Paris pipeline is a well-trodden path for maturing labels. From Cecilie Bahnsen to Heliot Emil, many Danish brands have permanently moved to the French capital, which Ganni describes as the “premier fashion stage”, in search of boosted exposure and orders.

Ganni hasn’t shown in Copenhagen for two seasons now, since its AI-inspired spring/summer 2024 show, instead opting to support emerging talents on the schedule. For autumn/winter 2024, the brand curated an exhibition around material innovation, with looks from budding Scandi labels. But after its second season off for spring/summer 2025, rumours began to swirl that the brand was decamping to Paris or another major fashion city to reach its next phase. Showing straight after Dior, a few hours before Saint Laurent, on the second day of Paris Fashion Week, is certainly a new frontier.