Since husband-and-wife duo Ditte and Nicolaj Reffstrup took over Danish womenswear brand GANNI just over a decade ago, they transformed it from a niche cashmere label to a global icon with an international community of ‘GANNI Girls’.

GANNI has turned into a lifestyle, influenced by the effortless cool and laid-back personality of Copenhagen where the label’s HQ is. Within GANNI World the brand hosts a podcast and a monthly series of inspirations by GANNI Girls, including outfit edits and chats with fascinating creatives like chefs and authors, whilst GANNI Guide curates the things and places key to the brand’s outlook.

Inspiring confidence in modern women, GANNI projects a relaxed approach to fashion that celebrates self-expression and individuality. GANNI is unique in that it has created its own version of Scandinavian style. The label flips the conventional Scandi design theme of minimalism on its head, creating playful feminine styles that remain understated enough for everyday wear.

Another important part of GANNI is transparency. The brand takes a holistic approach to ‘responsibility’, being honest about their manufacturing processes and striving to make better choices everyday – both big and small. It focuses on using up-cycled and recycled fabrics to fulfil the cult GANNI aesthetic, making timeless items that will outlast trends.

GANNI – New To HIP For SS23 – Online now.