The Danish brand has just launched its autumn/winter '24 campaign, which sees renowned actress Christina Ricci harness a series of new roles
Wake up, babe, a new Ganni Girl just dropped. The beloved Danish brand, synonymous with Copenhagen cool, has unveiled its autumn/winter ’24 campaign, starring award-winning American actor Christina Ricci. Best known as the OG Wednesday Addams, Ricci has built an impressive career spanning decades. Her magnetic presence and genuine charisma make her a natural choice for the occasion, according to Ganni’s creative director, Ditte Reffstrup.
“Christina perfectly encapsulates the spirit of the Ganni woman. She’s authentic, versatile, and challenges traditional female archetypes, which is what Ganni is all about,” Reffstrup says. “I’ve loved Christina ever since I was a teenager and first saw her as Wednesday Addams. I see her as a real symbol of individuality – which is what Ganni, and especially the Ganni woman, is all about.”
Photo: Zhenya and Tanya Posternak
Photo: Zhenya and Tanya Posternak
Photo: Zhenya and Tanya Posternak
For the AW24 campaign, titled ‘Who’s That Girl,’ and shot by Zhenya and Tanya Posternak with styling by Vanessa Reid, Ricci steps away from her signature darker roles to embody three distinct personas, each reflecting the Ganni Girl in all her glory: ‘The Protagonist’ (a modern, empowered woman), ‘The Free-Spirit’ (serene and adventurous), and ‘The Unconventionalist’ (cool and elegant).
Being able to play around with the characters and take a more humorous approach to the multidimensional nature and many expectations of modern women was an interesting part of the campaign experience.
Christina Ricci
“I had so much fun with Ganni on set. Being able to play around with the characters and take a more humorous approach to the multidimensional nature and many expectations of modern women was an interesting part of the campaign experience,” Ricci says.
Photo: Zhenya and Tanya Posternak
Photo: Zhenya and Tanya Posternak
Photo: Zhenya and Tanya Posternak
As the label gears up for its hotly anticipated Paris Fashion Week debut, the AW24 campaign takes a moment to celebrate the ever-evolving Ganni Girl – a moniker that has come to represent confident, creative women who effortlessly blend bold, eclectic fashion choices with casual elegance and individuality. Ricci exemplifies this with ease, donning this season’s standout pieces – from sharp tailoring and faux fur to chunky knits, sequin-dripping dresses, and luxe outerwear – with aplomb. Alongside old favourites like the ‘Bou Bag,’ the campaign also introduces a new accessory: the ‘Apo-G’ purse. “With Ganni, there is a genuine celebration of individual women and their idiosyncrasies – so as an actress, I really enjoyed bringing that to life in the campaign,” Ricci concludes.