When Nicolaj and Ditte Reffstrup took over the reins at Ganni in 2009, the team consisted of five local employees working from a small apartment. Back then, Ditte said during a tour, “everything was so new; in a way you are so naive and that makes you very brave because you don’t know how crazy the world is.
Now an anchor of Copenhagen Fashion Week, the brand is stepping away from the madness this season. They created a collection, but skipped a show to support emerging Danish designers through an exhibition and dinner. (Read more about it here.)
After making that decision, Reffstrup experienced an emotion that became the title of the fall collection: Copenhagen Nostalgia. In keeping with the theme, the lookbook is photographed against a red and white background, a reference to the colors of the Danish flag. Although she could not have known it at the time, the release of these images roughly coincides with the succession to the throne of King Frederick X, and a rise in national pride.
Like the company itself, the Ganni Girl is coming of age. In this fall 2024 collection, she finds herself in an in-between phase, drawn to pinafore dresses and miniskirts with ruffled hems, argyles and platform loafers—and tailoring. Although Reffstrup now considers the brand’s fitted jacket with curved sleeves a classic, the emphasis on suiting and outerwear is on a conscious commitment to tailoring. A trench coat has nice details such as a double collar and a raised Ganni logo at the center back. Suits and outerwear have square cuffs and look like they mean business.
Not a wallflower, the Ganni girl loves to party. Going out options include sparkling looks and a fun skirt with beads and fringes and the brand’s butterfly logo. Her Copenhagen cool is most evident in denim. A shaped jacket is made from a wide ribbed material developed in-house, and pleats are intriguingly retained in a laminated set. There are mini skirts that you can wear over jeans or with any number of knits. The most hyggeligt of all is a fluffy black and white coat made from Biofluff, one of Ganni’s Fabrics of the Future.
