Its aesthetic has won over fashion personalities. Defined by its deconstructed lines, oversized pieces and bold prints, this trendy label will take part in the prestigious Paris Fashion Week for the first time. Discover the reasons for its success.
It’s impossible not to have heard of it. It’s one of the most popular brands of recent years. Twisting celebrity silhouettes in the wind, it invests all our seasonal wardrobes with its retro and offbeat universe. Its trademark: high-end and responsible pieces, without falling into exorbitant prices. The success of the brand is such that it even offers it a fashion show during the next Paris Fashion Week which will be held from September 23 to October 1. Decoding a fashion phenomenon.
While Scandinavian aesthetics are generally distinguished by their clean, minimalist lines, this Danish brand has made its mark thanks to a whimsical DNA, surrounded by playful prints. The idea is to create fresh and bold silhouettes that can combine comfort and style. Far from using only black, a shade appreciated by Nordic personalities, this rising label plays with colors and textures, to our great pleasure.
Originally founded by Danish gallery owner Frans Truelsen in the early 2000s, Ganni was then taken over in 2009 by Nicolaj and Ditte Reffstrup. One was a technology entrepreneur at the time, while his wife was a fashion buyer for Danish and Parisian brands. The clever couple quickly surrounded themselves with fashionable influencers, targeting key events like the Coachella festival, where they were used to showing off their outfits on social media. Which were then reproduced by loads of fashion fans. Gradually, the It-girls of the moment are interested in the brand. Bella Hadid, Kylie Jenner, Miley Cyrus and Emma Chamberlain… All of them are revealed dressed in Ganni looks, both chic and casual. The brand is particularly popular for its leopard pieces (an entire category is dedicated to animal print on their site). Among its best-sellers, called “Ganni Icons”, we find their famous poplin blouse, doped with bows, the ballerinas Buckle with rock flanges or even the Bou Bagthe flagship bag for summer 2024.
The brand’s strength? Probably its identifiable and accessible pieces. Indeed, although very committed to responsible living, the label intends to remain affordable for its consumers, akin more to a premium brand than a true luxury house. In 2022, Ganni committed to working directly with its suppliers to invest in ways to reduce carbon emissions. Later, in 2023, the brand decided to phase out its use of virgin leather by switching to a plant-based alternative made from grape skin.
And if Ganni’s numbers have been exploding since the end of 2023, the Reffstrup couple does not intend to stop there. The proof: for the first time in its history, the label will leave Denmark for France, by inviting itself to the prestigious Paris Fashion Week. A highly anticipated event when we know that it had not paraded for two seasons, following its spring-summer 2024 collection inspired by AI, preferring to support emerging talents.Ganni has established itself globally and as we enter our next chapter of growth, presenting in Paris is a natural evolution for our brand and scale..” said Laura du Rusquec, Ganni’s new CEO, in a press release.
For now, you can discover their Spring/Summer 2025 show on September 24, right between the Dior and Germanier shows. With 70 stores around the world, Ganni has undoubtedly become the most important Danish brand of the moment.