Label to Watch: Ganni

make room in your wardrobe for this Danish label

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Words by Síomha Connolly
August 24th, 2016

If last week’s Copenhagen Fashion Week is anything to go by, it’s safe to say that Denmark is leading the pack among stylish nations. From the street style outside the shows to the designs displayed on the runways led by the nation’s home-grown talent, Denmark plays host to some of the most stylish folk around. Not dissimilar to its neighbours in Sweden who favour a very minimalist, pared-back aesthetic, Danish fashion has a touch of this but with an added element of a more eclectic flair as the Danes aren’t adverse to bright colours, patterns and more stand-out styles.

One label defining this new Danish sensibility is Ganni. Though it was founded in 2000, the label really took off in 2009 when Ditte Reffstrup took over as Creative Director and was later joined by her husband Nikolaj when he took the title of CEO in 2011. You may not be familiar with Ganni yet but by the end of this year it will be the name on everyone’s lips. One key reason for this being the fact that three new British retailers have taken the brand on this season, Net-A-Porter, Selfridges and Browns will all stock a selection of the autumn/winter 2016 collection. These new stockists make Ganni that bit more accessible to those of us outside of Denmark where they currently have thirteen stand-alone stores, as well as two in Germany and three in Norway.

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The brand recently showed their spring/summer 2017 collection at Copenhagen Fashion Week and introduced an element of see-now buy-now shopping to their show. Straight after the show certain items were available to purchase on their website. The first item to go up was the pink fluffy bucket bag that you may have spotted Pernille Teisbaek sporting on Instagram this weekend. The product has now been removed from the website and the next off-the-runway item to be added is the ‘Space Cowboy’ t-shirt which comes in two colours. If Ganni’s last statement t-shirt is anything to go by then you’d better move fast if you want one of these. Last season’s ‘Murphy’ tees with colourful fruit graphics sell out as soon as they are restocked and have become a firm favourite among the fashion crowd. With a cult following on Instagram where fans of the brand use #gannigirls to share their wears, Ganni is on the up and up.

What makes Ganni so attractive is not only it’s simple, chic and playful designs, but its price point too. With prices from €10 for accessories and starting at around €50 for tops this label is aspirational but accessible. While jackets, coats and leather goods will go up to the €1000 mark these are exceptions within the brand as most items average between €100-€200. The designs are also really wearable, floral maxi dresses, slip dresses to be worn over t-shirts, quilted silk jackets and an abundance of velvet are some of the key takeaways from this collection. We say act quick on this one and add some Ganni to your wardrobe stat before everybody else does.

Shop our pick of Ganni’s a/w collection from their new online stockists below: