GANNI AI

Five trees speak with one voice — the voice of the women who wear them.

Five locally sourced trees, each standing 10 metres tall, take centre stage on the GANNI catwalk. They are not decoration: they are the work. Visitors and show-goers encounter what presents itself as a collective intelligence trained on real conversations from the global GANNI GIRL community. Embodying their fears, aspirations, and contradictions in equal measure.

We trained a conversational AI model on real-world contributions from the GANNI community, shaping a voice that could reflect the community back at itself. The goal was not a chatbot but a character. One capable of playful, pointed exchanges about sustainability, nature, and the climate emergency.

The trees themselves were sourced from SITAS, a local tree nursery near Copenhagen. Aged between 23 and 35 years, they were returned for repotting after the show, ensuring their continued growth and eventual integration into new ecosystems. Their selection was deliberate: living material, not prop.

Copenhagen Fashion Week SS24, February 2024