June 26, 2025 | Posted in Blog
Through a sea of fast fashion pieces and neutral colour palettes trending on TikTok, there’s one brand that goes against all of this and somehow remains on everyone’s must-buy list. This would be Danish fashion brand, Ganni.
This fashion house has the ‘cool girl’ aesthetic down, but how does it do it? We’re taking a look in this blog.
Thanks to a lower price point than some of its traditional peers, Ganni tends to be considered ‘affordable luxury’. The quality and innovative design aesthetic is there, but it is more attainable than others.
As far as fashion houses go, Ganni is still pretty new, but its impact is undeniable. Though it started in 2000, it didn’t really form its vision until the late 00s. Before husband and wife duo, Nicolaj and Ditte Reffstrup, took over from gallerist Frans Truelsen in 2009, Ganni was solely focused on quality cashmere sweaters. But the couple had their sights set on modern ready-to-wear excellence.
Scandinavian fashion tends to lean into minimalism or a bohemian look, but the Reffstrups saw things differently. They leaned into colour and a sophisticated yet fun aesthetic.
Ditte specifically wanted to produce clothing that she and her friends would want to wear. Clothing with contrast that you could style in multiple ways, dressing it up or down. Pieces that could be practical but remain stylish.
As the brand moved into the 2010s, Ganni’s ethos and style became clearer and clearer, gaining cult label status. Each piece created was to represent that effortless ‘cool girl’ and, as a brand, Ganni became known for its more positive influence on the world of fashion.
In 2015, Kate Bosworth and Helena Christensen both turned up to a lunch event in the same Ganni jacket, which for many would feel like a nightmare, but the famous friends decided to get a selfie together, uploading it to Instagram. They captioned it #GanniGirls, not realising they’d just made fashion history.
With the hashtag featured in over 100,000 Instagram posts, being a ‘Ganni Girl’ was embraced by the brand and became more than just wearing the clothes. This happy accident would make ‘Ganni Girls’ fun, cool, and part of a community – a branding stroke of genius.
Early-age style influencers like Alexa Chung and Pernille Teisbaek would then also help to put Ganni on the map. What fashion lover didn’t want everything in Alexa Chung’s closet back in the day?
Creating a positive community and customer base was just the start. Ganni would soon turn its attention to becoming more sustainable. The Reffstrups saw this as a responsibility, so in 201,6 they introduced their own self-imposed carbon tax, and since 2020, Ganni has published annual sustainability reports and has an external responsibility board.
Proving how serious they are about this, in 2023, the brand would pull its trending cherry-red cowboy boots as the colour couldn’t be made in a ‘non-toxic’ way. This would lose Ganni half a million dollars in revenue.
Ganni has trust and integrity on its side, something our social media-driven world genuinely appreciates.
Ganni was acquired by LVMH-affiliated private equity firm, L Catterton, in 2017 and in 2018, as Nicolaj took on other responsibilities, Andrea Baldo would take over as CEO. Exciting collabs with Ahluwalia, Scholl, and Levi’s, plus a unique, fully denim collection would follow, showing consumers that Ganni had more and more up its sleeves.
It would release its first handbag collection pretty soon after this, with each Ganni bag featuring unique shapes and vibrant colours. Fun but chic, continuing the Ganni ethos.
Teaming up with Juicy Couture in 2022, Ganni would see itself front and centre within the Y2K revival that flooded our timelines. This wasn’t a surprise for the brand as many of its collections had already included vintage-inspired pieces.
To put it bluntly, the hype was real. Also in 2022, the brand increased its revenue to €160m, which was up by 34% when compared to 2021. It would then debut the now-popular Ganni butterfly logo for the Fall/Winter 2023 season. This newer logo was designed to represent Ganni’s growth and transformation as a fashion house.
2022 was clearly a big year for Ganni as this was also the year it would enter the beauty world, collaborating with Submission Beauty. Together, they would create some gorgeous plant-based, zero-plastic, biodegradable glitters for facial use.
A year later, Ganni would grace us with some jewellery, working with Danish stylist and designer Veneda Carter and then also Mejuri in 2024.
In 2024, Ganni would have its debut show at Paris Fashion Week. Its slot was just after Dior, an impressive feat if you consider that Ganni’s prices are a fraction of Dior’s and it is 63 years younger than the Parisian couturier.
Ganni is now incredibly recognisable and thanks to the efforts of Baldo and the Reffstrups, remains fairly affordable when you compare its pieces to other designer brands. And though there is room for improvement, it remains more size inclusive than others, with their women’s clothing having a size range of 4-24 (UK). We love to see it.
With viral pieces and wardrobe staples, it’s pulling off what many fashion houses could only dream of – appealing to nearly everyone, from Gen Z to Gen X.
Today, Ganni is sold at around 600 premium retailers, spread across 26 countries, and the brand is valued between $500 million and $700 million. It also has 70 of its own stores, selling women’s wear, men’s wear, shoes and accessories.
Celebs like Gigi and Bella Hadid, Daisy Edgar-Jones, Taylor Swift, Shawn Mendes, Olivia Rodrigo, Priyanka Chopra, Beyoncé, and Selena Gomez (the list goes on and on tbh) have all been seen in the brand, and many of them proudly identify as Ganni Girls.
So, what products are Ganni known for? With each new collection hitting different, Ganni has had quite a few bestsellers over the years. Here are just a few of our faves.
Coming in multiple colourways to suit any style, the Ganni Bou Bag is a great example of the brand’s take on geometrical designs. It features the signature butterfly logo plus a trendy twisted handle, perfect for throwing over your shoulder or just holding with your hand.
The brand describes it as an ‘everyday icon’ and we’re inclined to agree, especially as it can fit quite a bit in despite being a smaller bag. Practical and chic? You can’t go wrong with that.
Psst! You can currently win this in an upcoming YDB draw!
A Ganni Girl needs something leopard print in their wardrobe, and the Betzy Jeans are a fabulous choice. Leopard print trousers really had a moment recently, and Ganni was actually partly responsible for that, so why not join the party?
These jeans have a really flattering cut that you can dress up or down. The print is such a statement, so you could easily just pair it with a T-shirt and, in true Ganni form, you can also buy it in a brighter green version.
This list genuinely wouldn’t be complete without the Ganni Graphic Tee. Whatever colour and design you pick is up to you, with each option balancing a bit of fun with a touch of wearable elegance.
Graphic tees are effortlessly fun and give off a cool vibe that anyone can pull off. This is definitely a representation of the Reffstrups’ vision for Ganni.
Ballerina flats are back, but they’ve been elevated. Ganni’s take are these cute buckle detailed slingbacks, complete with a comfy squared heel. They come in quite a few colourways, and if we’re honest with ourselves, we want them all.
You can style these with anything from a miniskirt to your favourite pair of jeans, they’re just that versatile.
When Ganni isn’t playing with colour, it’s playing with shape, and this smock dress is a great example of this. We love the oversized elements with the on-trend bubble skirt and puff sleeves combined with the tucked-in waist. It’s just such a flattering, whimsical silhouette
Yes, it’s a black dress, but the washed finish, plus exaggerated collar and bow, makes this pick stand out amongst a sea of basic LBDs.
In 2022, Ganni and New Balance released their limited edition 2002R trainer and since then have collabed four times. Ganni has always taken pride in its casual chic aesthetic, so this seems like a match made in heaven, and with Taylor Swift wearing a pair in 2023, an absolute must-have.
The current T500 iteration is nearly all white, so you can pair them with so many looks, but they have a pop of classic Ganni leopard print at the back for a fun twist.
If you’re looking to add a touch of luxury to your wardrobe with a quality designer bag, Your Dream Bag may be just what you’re looking for.
With our handpicked selection of designer handbags and accessories, including the Ganni Bou Bag, and easy-to-enter competitions, getting your hands on your next fashion fave is just a few clicks away.
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