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We Love: GANNI
Our ‘We Love’ series was conceived to highlight the fashion industry’s historic and beloved Nordic brands. The brands who are actively creating and designing, while placing their respective countries» mark on the world. Trace the history of these brands from their founding to their current collections, pinpoint their signature styles, and find out where you can snag a piece to add to your wardrobe. A lesson in all things Nordic brands, brands which we love! Without further ado, the Danish house of frills, GANNI…
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.
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.
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. In 2019, they launched GANNI Repeat, a Denmark-based initiative that enables and encourages customers to rent clothes in Copenhagen for up to three weeks at a time. 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.
With more than 30 sustainable initiatives in the works, the brand is committed to the 3 UN Sustainable Development Goals of gender equality, responsible production and consumption, and climate action. GANNI is also increasing their use of certified, organic and recycled fabrics into their collections. In addition to their sustainability initiatives, he brand is also committed to fostering a diverse and inclusive work environment. Their 2020 Responsibility Report details that they will increase their hiring of Black, Indigenous and People of Colour employees across their global offices, something we are all for.
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.
Fall/Winter 2021 ‘Love Forever’
Despite being confined to the digital space due to the COVID-19 pandemic, GANNI still managed to present its FW21 collection in a new, exciting and engaging way. Musicians Zsela, Deb Never and Coco O. took to the stage and performed live music during the stream, wearing select pieces from the collection.
This collection exhibits new twists on the brand’s original aesthetic. Its’ signature oversized collars, boxy suits and pops of colour take centre stage, but with a twist. Offering a more masculine take on their typically feminine style, involves more separates, and bursts of neon green and yellow which punctured a neutral palette of earthy browns, greys and creams. Overall, the collection provides an edgy and refreshing take on what it means to be a GANNI Girl.
You can shop GANN’s collections online and in stores across the world.