It wasn’t long ago that Scandinavian style was renowned for being minimalist, monochromatic and androgynous, but that was before the husband-and-wife partnership of Ditte and Nicolaj Reffstrup relaunched Ganni in 2009 and shook up the fashion scene with their bold and playful designs. Almost a decade later, it has become the best-recognised and most sought-after Danish brand in the fashion industry.
Their first collection set the tone for a playful, youthful and inclusive brand, adopting a bright colour palette, ditsy prints and ruffled detailing to inject the streets of Copenhagen with a sense of fun.
It was also instantly backed by the Instagram elite as well as model Helena Christensen, who started the GanniGirls hashtag in 2012 when she added it to a picture of herself and Kate Bosworth. At the time of writing, the tag has appeared next to a further 21,500 photos on the social media platform.
While just about anyone can be a #GanniGirl – prices start at around £40 ($50) for logo T-shirts and go above £1,000 ($1,275) for leather outerwear – it’s the likes of Pernille Teisbaek, Emili Sindlev and Jeanette Madsen who wear it best. Copenhagen locals, street-style stars and fashion week regulars, they’re the ideal brand ambassadors, and their love of Ganni feels genuine, despite it being the perfect formula for Instagram success.
Now Ganni produces four collections a year, each boasting around 300 items with signature styles including slogan T-shirts and printed dresses. It launched its first-ever denim collection for spring/summer 2018. The beauty of its approach is that there is a huge variety of pieces to choose from but production numbers are small, so despite being widely celebrated, each piece maintains a sense of exclusivity and uniqueness.
Industry insiders don’t just covet the clothes, they buy into the whole world that Ditte and Nicolaj Reffstrup have created. The set design and music at every runway presentation make it Copenhagen Fashion Week’s most talked-about event, and an invitation to the aftershow party is the one everyone wants.
You can keep up with Ganni’s latest collections and street-style coverage on its Instagram account and by following the #GanniGirls hashtag.
These are Culture Trip’s favourite Ganni picks from the spring/summer 2018 collection:
Shop the look, clockwise from left: Tilden wrap top, £140 Net-A-Porter | Callie croc-effect ankle boots, £355 Net-A-Porter | Ines 2 sunglasses, £150 Farfetch | Floral wrap dress, £220 Net-A-Porter | Harway printed T-shirt, £75 Net-A-Porter | Charron gingham top, £140 Net-A-Porter | Sabine slingback shoes, £210 Net-A-Porter