Inspired by Scandinavian design, I chose to orientate my project around GANNI, a Copenhagen-based brand. Developing a growth strategy for the UK market, it was pivotal I understand and acknowledged the rise of the conscious consumer when developing the SS21 range.
The company implements numerous sustainability initiatives into their supply chain (see @ganni.lab on Instagram), however, the continued use of animal-derived materials within their collections posed strong concerns regarding animal welfare. My project aimed to expose the issue of animal exploitation within the fashion industry and, therefore, I researched high-quality alternatives to leather, silk, and wool. It was very encouraging to learn about new fabric developments such as Desserto, Piñatex, and MicroSilk.