GANNI SS27 Just Like You takes us back to childhood. Through oversized proportions, cropped silhouettes, spontaneous layering and playful colours, the collection explores how clothes carry memories and shape our earliest sense of identity.
With its Spring/Summer 2027 collection, titled Just Like You and presented during Paris Fashion Week, GANNI takes us back to a time when getting dressed simply meant playing. A time when, as children, we grew into our clothes until they no longer fit, or borrowed pieces from a brother’s or our mother’s wardrobe, experimenting without worrying about the rules of style.
The collection translates these memories through a continuous play on proportions. Oversized sweaters look like garments borrowed from someone else’s wardrobe, while cropped polos, tops and knitwear evoke those clothes that suddenly became too small as we grew. The contrast between oversized and cropped silhouettes becomes a visual way of expressing the passing of time and the experience of growing up.
The Copenhagen-based Danish brand, creatively led by Ditte Reffstrup, was founded in 2000 as a small label specialising in cashmere before undergoing a radical transformation from 2009 onwards, gradually developing into the GANNI we know today. The brand draws on the codes of Nordic style while moving away from the idea of Scandinavian minimalism as exclusively clean and rigorous, infusing it instead with a more colourful, playful and spontaneous aesthetic. Romantic and preppy references, sportswear and tailoring, floral prints and vibrant colours coexist freely within the same wardrobe.
Just Like You perfectly reflects this collision of aesthetic identities, placing a sense of spontaneous imperfection at the heart of the collection, also achieved through carefully considered layering. Sheer skirts are worn over printed ones, shirts peek out from underneath knitwear, and lace dresses are layered on top of one another. The result is deliberately messy, instinctive and free, almost as if each look had been put together simply by choosing whatever felt right in that particular moment.
The colour palette also recalls the world of childhood. Bright red, lime green, mint and lavender are combined fearlessly across deliberately eccentric prints and patterns: bold stripes, delicate florals, graphic checks and python prints. The combinations seem to follow instinct rather than any specific rule, capturing the creative freedom of childhood, before the conventions of “good taste” begin to take hold.
The concept of the collection is perhaps best summed up by a cropped baseball T-shirt bearing the slogan “ASK MY MUM,” a humorous phrase that immediately evokes childhood, when your mother was the point of reference for every question, decision or suggestion.
The same playful approach extends to the footwear. Pointed pumps and kitten heels recall the shoes we would borrow from our mothers as children and try on in front of the mirror, inevitably far too big for our feet. These more feminine silhouettes are juxtaposed with Western-inspired boots, reinterpreted through GANNI’s distinctive and playful visual language.
For SS27, rather than staging a traditional runway show, the brand opted for an immersive presentation. To bring its vision to life, GANNI collaborated with Ana Kraš, the Serbian artist, photographer and furniture designer who has been a long-standing collaborator of the house.
Together, they transformed the presentation space into a home seen through the eyes of a child, where furniture and everyday objects take on exaggerated proportions. An oversized sofa, a bed, refrigerators, photographs, magnets, notes and family albums recreate fragments of a lived-in domestic environment. Personal objects scattered throughout the space turn the set into a kind of archive of memories.
It is here that the installation fully connects with the meaning of the collection: just as a sweater borrowed from your mother’s wardrobe appears enormous on a child’s body, the objects around the home can seem gigantic when viewed from a child’s perspective. Just Like You ultimately explores growth, memory and identity through clothing, returning to a time when getting dressed was not yet about following a particular style, but simply about playing, imitating, experimenting and discovering who we would become.
Ganni SS27 Images
