Presenting their new Spring Summer 2024 campaign, Genny features photos by Giampaolo Sgura of model Anne Vyalitsyna. Following the brand's recent tenth anniversary celebration, the campaign, which emphasises timeless, modern, and refined creative, represents a significant milestone.

The brand's defining colour, white, takes front stage in both the anniversary runway show and this campaign, which was directed by Sara Cavazza Facchini. Giampaolo Sgura's images, with assistance from stylist Alex White, exquisitely captures the spirit of Italian flair and the beauty of femininity.
With its flowing proportions contrasted with cocoon forms and details drawn from nature, the collection honours the unique qualities of the Genny woman. Prominent elements include intricate weaving methods and shapes that mimic the ergonomics of Genny's favourite flower, the orchid. Designer fabrics, urban accents, and statement pieces preserve the exuberant charm that Sara Cavazza Facchini envisioned.