Building on the success of last year's musical element, Ganni partnered with performer Jada on a unique live performance for the digital presentation of their autumn/winter 2022 season. Here, we exclusively take you behind the scenes of this fabulously fashionable performance
Music is at the heart of the iconic It-girl brand Ganni. An endless source of inspiration for the brand’s creative director Ditte Reffstrup, “it’s the best energiser and brings people together,” she said. Building on the live performance concept of last season – this time around, Ganni teams up with shooting music star Jada for their digital presentation during Copenhagen Fashion Week.
Today, Ganni presented ‘Love Forever Ever’ at one of Copenhagen’s most iconic live music venues, VEGA, which first opened its doors in 1956. There, the brand set the stage for the Danish singer who – along with a team of talented dancers – wore pieces from the autumn/winter 2022 collection as they performed. “I normally love to dress very slutty, so I loved the see-through black shirt and pants I wore,” the singer exclaimed when speaking with Vogue Scandinavia. Speaking on her stage outfits, she says that "I need to be able to move and dance in it, and I want to feel sexy and gorgeous wearing it.”
Behind the Scenes of Jada recording the performance.
Jada is a certified rocket on the Danish music scene. Known for powerful pop ballads, she has carved her own unique space as a musical artist. “I feel like Ganni is all about having fun, feeling good and feeling free,” says Jada. “And that’s what my music is about too. Freedom and feeling good.”
This season is all about high energy for Ganni, channelling hope and optimism as the world opens up again. The team has worked diligently towards putting this together, “strengthening our feeling of togetherness”, as Reffstrup puts it. “I found a lot of inspiration in Björk and PJ Harvey, who were huge role models of mine growing up. They both have this amazing way of being powerful but beautifully fragile at the same time, and our incredible performer Jada shares that same raw energy; I couldn’t be prouder to have her perform for this season’s show.”
Jada with the Ganni Girls .
Jada brings the same energy to her performance, whether live or pre-recorded. “I feel like it’s the same,” she says. “I want the same things live as I want when it’s recorded, resonating with people and expressing myself in a clear and powerful way.” But she does admit that she has missed live shows. “Hearing people’s voices, creating these moments in time that are so special, tasting their sweat when I crowd-surf,” she lists.
Jada performed her deeply personal and honest songs’ Nudes’, ‘On Me’ and ‘Something to Say’, which you can experience on Ganni.com