Intro

Nordic style brands often give us the impression of minimalist style with clean lines and simple colors, or Bohemian style full of tassels and embroidery. However, the Nordic brand I want to introduce to you today has a different Nordic style.

Origin and Development of GANNI

GANNI, a fashionable women’s clothing brand from Denmark, has always been known for its playful style, making their clothes the ideal target for ordinary girls. GANNI is full of the shadow of the cute and unique Nordic girl, showing the effortless and confident charm of girls. GANNI’s style is another kind of Nordic charm: fun and relaxed, without rules and dogmas, full of personality and fashion sense.

In 2000, Frans Truelsen, whose main business was running an art gallery, founded Ganni, a niche cashmere sweater brand. The brand only produced cashmere sweaters and T-shirts, and did not even have a complete fashion collection. The brand produced about 50 items a year, and business was lukewarm. At the time, Ditte Reffstrup, a fashion buyer and friend of Frans Truelsen, often came to help design and modify clothes. The more she worked, the more she liked it, so in 2009, Ditte and her husband Nicolaj Reffestrup decided to take over the brand.

While Ditte had previously worked in fashion, Nicolaj was a technologist, having studied economics and philosophy for undergraduate and IT for graduate school. He embraced fashion partly to support his wife, but also because his years of accumulated business acumen allowed him to sense a promising market opportunity. The two established a clear division of labor: Ditte as Creative Director and Nicolaj as CEO. In just a few years, this husband-and-wife team transformed the brand, with both brand recognition and sales skyrocketing.

Today, Ganni has over 400 retailers worldwide and 21 concept stores in Denmark, Norway, and Sweden. A few years ago, it became an Instagram sensation, attracting many influencers and fashion editors to endorse its products. Fashion girls everywhere wanted to follow the brand. From Rihanna and Selena Gomez to Jessica Alba and Alexa Chung, they all started using the #GanniGirl# hashtag on Instagram.

General Styles of GANNI Clothing

GANNI has successfully spread another interesting, lively, free and cool Nordic style besides the dreamy Bohemian style and minimalist style.

GANNI always combines classic elements with offline fashion culture to create designs with unique charm. The 2019 autumn and winter series also shows the charm of freedom and modernity.

The GANNI lifestyle is about more than just girls in Copenhagen riding bikes, wearing sneakers and floral dresses. The world has infinite ways to show its beauty, whether it’s pristine nature or city life. This collection is in many ways inspired by this modern woman who could be from anywhere.

1, Dresses

GANNI ‘s dresses are generally designed with colorful prints, animal prints, plaids, etc. The colors are also relatively calm, closer to the feeling of autumn and winter.

The soft leather dress has a mature and elegant feel, and the curved cut adds a touch of gentleness.

The classic plaid and print designs can be given new vitality and fashion sense in different cuts and styles.

2, Coats

How can we not have a nice and warm coat in autumn and winter? GANNI’s coats are mainly black and brown. There are also multifunctional down jackets with detachable sleeves. After removing the sleeves, you can immediately change the style to a vest.

The classic trench coat has loose sleeves, slightly dropped shoulders and a tie waist for a relaxed fit.

3, Sweaters

The sweater is designed to be comfortable and fit, and the crystal decoration on the left shoulder adds a highlight to the whole garment.

The striped yellow and multi-colored vest allows for more matching possibilities

The designs of autumn and winter clothes may not be as lively and enthusiastic as those of spring and summer, but the calm color matching and more diverse material applications also bring more different wearing possibilities. The fun and innovative feeling advocated by GANNI makes the whole series of clothes more free and charming.