A Danish fashion brand has become the latest Instagram sensation with its eye-catching, colorful, and comfy designs.
With the trending hashtag #ganni and #gannigirls, Ganni has deployed a slew of unofficial style ambassadors who can’t live without the label’s trademark wrap dresses, statement maxi print skirts and checked blouses.
In the last decade or so the minimalistic Scandinavian style has quickly been elevated to a fashion statement. And with more Instagram fashion bloggers running out of ideas of how to pull off effortless-chic in an unconventional way, Scandi brands are the go-to fashion in the quest for originality and social media buzz.
As creative director Ditte Reffstrup told Vogue a key concept behind the brand’s aesthetic is mixing it up. A conscious stylistic choice for the rest of the world, mix-and-match trends in the Nordics are regarded as a necessity, as well as a way of life, which is not surprising if you consider the unpredictable northern European climate.
Clothes for wild camping, in particular, have been a source of inspiration for Reffstrup. As she explains, “pulling out clothes out of your backpack” underscores the Copenhagen girls’ style, to which the brand’s new collection stays loyal. Stylish leopard slip dresses matched with hiking boots and bucket hats, and nostalgic tie-dye denim with anoraks will dominate in the Spring/Summer 2019 collection.
Ganni has an ever-growing fan base, with a healthy appetite for original, dramatic, Instagram-worthy exaggerated silhouettes. What’s more, its creators demonstrate that they are well equipped to create rule-breaking, edgy (aka “ugly”) fashion. And being Scandinavian, they are not afraid to experiment.
It is, therefore, no wonder that just like its established Nordic counterparts Gestuz, Samsøe & Samsøe, House Of Dagmar, By Malene Birger, Saks Potts, and Cecilie Copenhagen, Ganni has been elevated to a trademark Nordic brand.
The only snag to the brand’s overall awesomeness is - as I’m sure you might already expect- is its price range. Oh yes, it’s Scandinavian too. So if you’re buying online (as we're guessing you are), make sure that you invest in pieces that will come handy this autumn.
But, judging by the brand’s street-wise new fashion arrivals, that won’t be a problem.