GANNI - Laid-back yet playful style
GANNI’s feminine, playful aesthetic offers a fun alternative to the traditionally minimalistic Scandinavian style. It’s a brand that every Danish fashion girl knows and loves, and they’re definitely it’s here to stay.
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The History of GANNI
Founded in 2000, the brand is best known for its colourful prints, quirky silhouettes and flattering wrap dresses, easily styled for day or night. Although it was founded back in 2000, GANNI only began gaining global popularity in the late 2010s. Started by Frans Truelsen, a Danish gallerist who created the brand to be a cashmere apparel line, power couple Nicolaj Reffstrup and Ditte Reffstrup took over the company in 2009 and transformed GANNI into the ready-to-wear brand we know and love today.
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The DNA of GANNI
GANNI isn’t just a brand that produces impossibly stylish clothing, it is also actively committed to sustainability. In recent years, the brand has launched several initiatives to ensure that they are upholding their brand values and contributing to a circular fashion industry. Last year, they partnered with LEVI’s to expand the initiative to Europe and the United States. The brand’s created three pieces together – patchwork jeans, a ruffled button-down shirt and a shirt dress – all made from upcycled and repurposed denim that customers can rent, wear and return.
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Famous for its’ puff sleeves, exaggerated collars, bright colours and quirky prints, the brand has mastered the art of the laid-back, cool girl aesthetic. Never sacrificing comfort for style, they have found a way to do both, by pairing summer dresses with sneakers or a blazer with biker shorts.
Ganni has that charm of being an indie brand based in a very cool city that’s not a fashion metropolis, as well as a tremendous trend-spurring power that stems from understanding what people wear versus shock-and-awe feats of design made for the catwalk and Instagram.
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“Ganni has hit the sweet spot of balancing the storytelling elements of fashion with everyday consumer wearability,” says Tracy Margolies, its chief merchant. “There’s a romance in the Scandinavian lifestyle; it evokes a carefree, lighthearted feeling, and Ganni does just that. The clothes are easy to wear, the silhouettes are flattering but never restrictive, and the prints and palettes are always happy.”
(Our sleeves are much puffier, our printed dresses much more floral, in a post-Ganni world.)
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“I really love the quirkiness of the pieces they create, and they just have an eye for unique patterns and fabrics I would never think to pick out,” street-style star, Blutstein says. Ganni’s success, she believes, has a lot to do with being “extremely wearable,” while still having unusual twists, that give its designs more mileage.
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Stylist Alexandra Carl praises the fact that Ganni “doesn’t take itself too seriously, which is very appealing, because essentially we all just want to have fun. It’s just clothes, after all…. I think they capture something very playful and of the moment; women want to have fun and experiment with their style.”
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There’s also a quality that’s hard to describe—a Danish je ne sais quoi—that maybe fills a void for shoppers who might feel fatigued by certain fashion tropes, like the fascination with “French girl” and the “New York model-off-duty” aesthetic.
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Reference :
https://www.glamour.com/story/ganni-scandinavian-fashion-profile
