Ganni is a women’s ready-to-wear label known for their bold styles that exude optimism. In recent years, the label has gained cult status among fashionistas with its cheerful and colorful designs.
origins
Ganni was founded in 2000 by gallery owner Frans Truelsen as a cashmere label. But it wasn’t until the late 2010s, when Ditte and Nicolaj Reffstrup took over the company as creative director and CEO and overhauled the range, that Ganni began to gain popularity.
evolution
In the last ten years, the label has set itself apart from others primarily by walking a fine line between high-end and high-street fashion. Appreciated by early ‘influencers’ like Pernille Teisbaek and Alexa Chung, the label stays true to the fashion consumer looking for effortless yet expressive fashion. Ditte Reffstrup and Nicolaj Reffstrup attribute the brand’s success primarily to controlled growth and creating designs that express Ganni’s take on fashion rather than following established trends.
In addition to fashion, the label also produces accessories such as jewelry, headwear, scarves and bags, as well as shoe collections. In 2018, Ganni – for the first time in its history – designed a denim collection alongside the usual ready-to-wear fashion. Following partnerships with Scholl, Levi’s and Ahluwalia, Ganni embraced the arrival of Y2K fashion with a collaboration with Juicy Couture in early 2022, further propelling the brand at the forefront of the current zeitgeist. With a remarkable community in modern media, Ganni is a leading example of brand relevance that goes beyond the mere purpose of selling clothes.
Current
Since 2020, Ganni has published annual sustainability reports. Recently, the brand established an external accountability board to help the brand navigate the ever-changing landscape of sustainability. Ganni strives to act as responsibly as possible and pursues special projects with great commitment and optimism, which is also reflected in Ganni’s designs and campaigns.