Go back a decade and the name ‘Ganni’ wouldn’t have meant much to anyone outside certain circles in Copenhagen. Today, it’s a very different story. The Ganni show at Copenhagen Fashion Week is the hottest ticket each season, there’s an army of loyal #Gannigirls (Pernille Teisbaek, Alexa Chung and Veronika Heilbrunner among them), and new pieces sell out quicker than you can say ‘Cherrybomb tee’.
So what happened? The brand was launched in 2000 by an art gallery owner but it wasn’t until Nikolaj and Ditte Reffstrup took over in 2009 with a vision to take the brand international that it really took off. Ditte – creative director – used her instinctive flair for design to create pieces that were easy-to-wear, contemporary, stylish and unique.
She’s succeeded. Ganni is the Danish brand that doesn’t go down the minimalist or over-complicated route. It does pay reference to the Danish affinity for quality design though; its pieces designed to last a lifetime rather than a mere season. It’s cool but not in an inaccessible, unwearable way; effortless but not boring; and very much designed for women.
As for the upcoming AW17 collection, it’s a tough, slightly androgynous take on traditional femininity. Think long, white Victoriana dresses styled (as it was at the Ganni AW17 show) with red PVC flats, full skirts worn over trousers, and oversized masculine suits accessorised with leopard print bras.
The Pre AW17 collection has just landed on Coggles, offering the perfect transition from high summer to autumn. Standout pieces include all things leopard print, the new St Pierre print on crepe shirts and trousers, and of course, the printed tee – this season’s new must-have is the Moulin croissant t-shirt.