NEW BRAND - GANNI
Having grown up in Hirtshals, a sleepy, foggy fishing town on the northern tip of Denmark, Ditte Reffstrup, the creative director of Ganni, found her calling when she joined her sister in Liverpool in what became an eye-opening experience that still inspires her work.
“Imagine this naïve country girl, who’d never left Denmark, stepping into 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 I think there is that duality in the collection. You have the innocent country girl and something darker and messier,” contends Ditte Reffstrup.
In a throwback to that trip, the Pre-Fall collection takes inspiration from the mixtape cool of that era: art-school-meets-glam-rock with a sporty, tomboy-ish cool edge. Reffstrup also upped the sexy quotient with skin-baring pieces, shrunken shirts, see-through tiger printed blouses and a shiny slip dress in dark brooding florals.
All served up with the designer’s penchant for bold contrasts. The art school influence, instead, runs through the knitwear in offbeat, eye-popping combos.
Based in Copenhagen and owned and run since 2009 by husband-and-wife team Creative Director Ditte Reffstrup and Founder Nicolaj Reffstrup, GANNI has developed exponentially over recent years with its Scandi 2.0 sense of style full of personality and contrasts.