Editorial
Introducing: GANNI
2 December 2021Copenhagen-based GANNI is an expert in capturing the zeitgeist, combining refined Scandinavian styling with a playful and laidback approach to design.
GANNI is a label that sits at the very forefront of zeitgeist-defining style. From its chunky footwear to its oversized collars, the brand operates from a place located right at the cutting edge — an achievement summarised by GANNI’s dedicated following and its label-synonymous “GanniGirls” hashtag.
GANNI was originally founded in 2000 by Copenhagen-based gallerist Frans Truelsen, though the approach was far narrower than the brand we see today — the label then operated infrequently, producing limited runs of cashmere garments. Fast forward to 2009, however, when Ditte and Nicola Reffstrup took over the business as a favour to Truelson, and things steadily began to change.
Ditte and Nicolaj Reffstrup served as the catalyst to GANNI’s growth, with their desire for going against the grain acting as the driving force; the notion then was that Scandinavian fashion sat at two different sides of the spectrum, with minimalism at one end and bohemia at the other — neither of which aligned with the vision the duo had for the label.
GANNI eschews both of those ideals, experimenting with colour, details and fit, while still maintaining that element of refinement so often associated with its native Scandinavia. The label’s AW21 collection summaries that approach perfectly; an abundance of eco-minded materials is used — another key focus of Nicolaj and Ditte Reffstrup — and combined with relaxed cuts, bold hues and playful patterns.
GANNI AT END.
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