Fashion Brand Ganni’s Sustainability Project Case and Value : Focusing on Material Innovation and Circularity

The purpose of this study was to examine the case of sustainability projects of fashion brand Ganni and to illuminate values reflected in them. Regarding research method of this study, a literature review was performed on Ganni’s brand vision and sustainable strategy and a project case study was performed, focusing on material innovation and circularity aspects of fashion products. Research results are as follows. First, the ‘Fabrics of the Future’ project explored sustainability through research and development of alternative materials within the brand and collaboration with alternative material startups around the world. This supported startups to expand innovation and perform convergent knowledge sharing for alternative material development. Second, 'Future, Talent, Fabrics' was an exhibition project using alternative materials in collaboration with up-and-coming Nordic designers and artists. It provided an opportunity to expand the base of alternative fashion materials and supported next-generation designers, enabling them to develop creative works based on sustainable fashion from the beginning of their activities. Third, the practice of circular business aspects reduced waste, such as the