Photograph Courtesy of Ganni
Copenhagen-based advanced contemporary brand Ganni has been run by husband-and-wife team Ditte and Nicholaj Reffstrup since 2009. The duo saw a gap in the Scandi market and wanted to create effortless and unique pieces that women truly want to wear, by adding a playful twist to traditional Nordic minimalism. Since its inception, the label has grown exponentially and has gained a cult following of #GANNIGirls as the Reffstrup’s call them. We chatted with the duo on how the label has evolved, who the Ganni woman is and more. Read the full Q&A below and shop Ganni on BG.com and in store now on 5.
Bergdorf Goodman: What inspired you to start the label and how has it evolved since it launched?
Ditte Reffstrup and Nicolaj Reffstrup: I remember feeling there was something missing on the fashion scene. I wanted to have something that reflected the way my friends and I dress. Back when we started in 2009, there were two predominant views of Scandinavian style; boho chic and high-concept Scandi minimalism. I just didn’t relate any of that to my own style, or to my friends, so we decided to create GANNI. We consider it a new era of Scandinavian style—a Scandi style 2.0 if you will.
BG: How would you describe the Ganni label in five words?
DR and NR: Unexpected and full of personality.
BG: Who is the Ganni woman? What is her lifestyle like and how does she incorporate fashion into her life?
DR and NR: It’s really a state of mind, that’s what our movement of #GANNIGirls is all about. GANNI women are full of personality and confidence. They’re comfortable in their own skin and don’t try too hard. I still get goosebumps when I see a girl in the street wearing GANNI, and love seeing how women can wear our designs so differently. They have something effortless that you can’t quite put your finger on, which I always look to when designing.
BG: What was the inspiration behind your latest pre-fall collection?
DR and NR: It’s inspired by my first trip abroad when I was 14. I went to Liverpool to stay with my sister who was studying at the university. Imagine it, I was this naïve country girl who’d never left Denmark stepping into UK Britpop mania. In Liverpool I heard bands like Pulp and Elastica for the first time. I discovered punk and stayed out dancing. The whole world cracked open. With Pre-Fall 19 you can see that duality in the collection. It’s all about the innocent country girl meets something much darker and messier.
BG: What is the first thing that comes to mind when you think about Bergdorf Goodman?
DR and NR: It’s a legendary mecca of fashion—such an institution!