Ganni is a Danish brand specialized in the production of clothing and accessories. Ganni’s women’s clothing collection represents the perfect balance between femininity, comfort and playful experimentation. Pleated dresses, shirts and tops embellished with maxi collars, coats with refined and modern tailoring, midi leather skirts, are all spokes for a youthful design, fresh and bold but at the same time wrapped in a timeless charm. The real protagonists of the brand’s collections are the contrasting prints and the colors, which are bright and fluorescent. Women’s accessories, which follow the same aesthetic vision, include leather bags in bright shades, boots, sandals, hats and scarves in pastel tones. An extremely versatile wardrobe that allows you to experiment with different prints and create completely alternative looks creating unusual combinations, but at the same time extremely cool.
Ganni stands out for its irreverent and unique aesthetic: a style that blends the Bohemian essence with the typical Scandinavian minimalism, all blended by an eccentric and playful use of colors. The result is an energetic, free and fun fashion that has as its main objective to enhance the individuality of the wearer, to extrapolate the true essence, thus deviating from the trends of the moment.
It was the 2000s when art dealer Frans Truelsen founded Ganni in Copenhagen. Born as a cashmere brand, in 2009 the company was taken over by Nicolaj Reffstrupe and his wife Ditte, who became respectively CEO, replaced in 2018 by Andrea Baldo, and creative director of the brand. Key to success, beyond the original aesthetic vision, was the wise use of social media: in particular, Instagram has been fundamental for the growth of Ganni. The brand, which since 2017 has been part of the L Catterton controlled fund of LVMH, was one of the first to recognize the potential of the phenomenon of local influencers, fully grasping one of the emblematic changes of the contemporary era. A winning marketing strategy that has led to the birth of a real community that shares with the brand the irreverent and cool spirit: the Ganni Girls.
