In today’s fashion landscape, where lightweight dresses and skirts dominate the beach, the streets, and social media platforms, Danish brand Ganni stands out as a unique and notable name. Founded in 2000 in Copenhagen by gallery owner Frans Truelsen, Ganni was later acquired by Ditte and Nicolaj Reffstrup in 2009, who now serve as the Creative Director and CEO, respectively. With a deliberate departure from the brand’s original focus on cashmere knitwear, Ganni has evolved into a renowned label offering a wide range of ready-to-wear clothing and accessories.
Ganni’s ready-to-wear pieces are characterized by vibrant floral prints, playful gingham patterns, and bold stripes, showcasing a style that is distinctively different from the traditional Scandinavian minimalism. “With Ganni, we aimed to create something unique, stepping away from the prevailing stereotypes of Scandinavian fashion that were either hyper-conceptual or girly and bohemian in nature,” explains Ditte Reffstrup. “We wanted to present an alternative by adopting a more playful and relaxed creative approach. The Ganni style embodies what I personally want to wear and reflect. It’s a style that rejects dogmas and rules, instead embracing individuality, contrasts, and experimentation.”
In addition to its striking designs, Ganni has also made a mark through collaborations with Net-A-Porter. Furthermore, the brand recently entered into a strategic partnership with American investment fund L Catterton, which is backed by luxury conglomerate LVMH, and Tikehau Capital. This collaboration is expected to fuel Ganni’s growth and facilitate its international expansion. Currently, Ganni products are retailed in more than 400 stores worldwide, generating an annual revenue of approximately 60 million euros.
The brand’s increasing popularity and influence can be attributed, in part, to its strong presence on social media platforms, particularly Instagram. While Ganni’s designers draw inspiration from the style of women they encounter on the streets of Copenhagen, the brand’s followers, such as influential figure Pernille Teisbaek, actively contribute to its visibility by sharing their own Ganni pieces and styling moments using the hashtag #gannigirls. To date, the hashtag has amassed nearly 20,000 mentions on Instagram, underscoring Ganni’s strong community and its ability to resonate with a fashion-conscious audience.
Useful links:
1. Official Ganni Website
2. Ganni on Instagram
