Ganni: 2018’s cult label
In recent years Denmark has been dishing out trend after trend: hygge, minimalist interiors and now Ganni. The mid-market fashion brand is becoming synonymous with Scandi-cool and laid back styling and is making waves amongst fashion crowds.
Fashion’s latest phenomenon comes courtesy of Danish creative director and chief executive Ditte and Nicolaj Reffstrup creations are inspired by effortless street style looks. Ganni’s collections of chunky knits, playful tees and feminine midi dresses are changing the fashion landscape, permeating the scene with chic, down-to-earth designs.
Spotted all over Instagram on social media stars and celebrities alike, the Danish exports regularly offer up tough, minimalist silhouettes in maximalist prints and bright, girly hues. But don’t be mistaken for thinking that it is the boho vibe that they’re emulating.
The pieces are made to be worn with biker jackets and vintage jeans, dressed up with simple heels for nights, or chunky trainers the day. Ditte stressed to Business of Fashion that Ganni is not purely about the traditional Scandinavian style of minimalism and androgyny, but is “about effortless and natural, laid-back style”.
Despite launching in 2009, the brand has exploded in the last few years through social media after sensing a lack of mid-priced clothing on the market since similar contemporary-styled items like Isabel Marant and Acne began to creep up in price. Capitalising upon the influx of social media marketing, the Reffstrup duo have focused upon “it” girls, bloggers and influencers, primarily with a gifting service where Instagram snaps were captioned with #GanniGirls.
If you’re looking to emulate the Copenhagen girl vibes without actually being from the European capital then opt for one of Ganni’s signature slogan tees, such as one emblazoned with a banana shouting “Yellow” (£60), one of the floral maxi dresses contrasted with chunky trainers or the signature mohair Julliard sweater (£330).
As the brand is now avalible at online outlets such as Selfridges, ASOS and Net-a-Porter, being a #GanniGirl has never been easier.