Scandi style has long been an influence on fashion, with a covetable minimal aesthetic and an emphasis on quality cuts, and Scandi label Ganni is winning the hearts of fashionistas from Stockholm to London. We found out more about the cool-girl brand…
What’s the brand’s focus? Founded in Copenhagen in 2009, Ganni’s mission was to fill a niche for wearable, effortless pieces at a palatable price.
What are the designs like? The brand merges minimalism with the fun, trend-led styles we love to wear – alongside oversized Breton knits, chunky cream fisherman jumpers, androgynous grey wrap coats and simple black tailoring sit floral maxis, shearling panelled khaki jackets, lace adorned midis and tongue-in-cheek t-shirts, a particular favourite of the style set.
What makes it different? Fashion forward without being too daring, these pieces reference current trends – you’ll find side stripe detailing and V-slit shoes – whilst being classic enough in cut and style to be worn for seasons to come.
Does everyone know about it? Whilst the effortless, accessible designs have garnered the label over 400 retailers worldwide, including NET-A-PORTER, plus legions of fans, Ganni is still relatively under the radar – we bet your friends don’t know it yet.
Who's the Ganni girl? Everyone from Lucy Williams to Pandora Sykes has been spotted in the brand's pieces, plus international cool girls like Negin Mirsalehi and even Gigi Hadid are fans.
Hero piece of the collection? A follow up from the sell-out fries t-shirt, the ice cream tee has been getting a lot of Insta exposure. Plus, Friends fans will appreciate the Space Cowboy design, adding another tongue-in-cheek style to the label's repertoire.
What about accessories? Ready-to-wear is Ganni's strong suit, but their shoe collection showcases a host of must-have styles, from hiking boots to glove designs.
What's the price point? It's £115 upwards for a knit but tees start at just £45. Alternatively, blow the budget on the leather or shearling offerings - the statement cropped Emerson jacket will set you back just over £1,000.