Scandinavian style and Ganni may feel as thought they’re synonymous, but the label’s ascent began with an absence. Before Ganni, the Nordic fashion landscape was split in two: stark, androgynous minimalism on one side, and whimsical boho femininity on the other.
Ditte Reffstrup, who alongside her husband Nicolaj relaunched Ganni in 2009, felt there was something disctinctly lacking from the aesthetic: the colour, the irreverence, the offbeat charm she and her friends were actually channelling. Thus, Ganni and subsequently Scandi 2.0, were born.
The brand ushered in a vibrant new era stamped with joy, personalities and contrasts – think puff-sleeve dresses meet rugged boots; wide-leg jeans pair with satin flats; bold prints and clashing colours.
Soon, the Ganni Girl aesthetic — a hashtag birthed in 2015 when two unlikely fashion insiders arrived at lunch wearing the same Ganni jacket — was born. In the years since, it has cemented itself as a staple in the wardrobe of the It-girl in Scandinavia and far beyond, a shorthand for women who dress with ease, colour and instinctive cool.
The brand’s Favourites Edit — a curated selection of its most beloved pieces — is currently 35% off, spanning everything from signature dresses and punchy knitwear to cult bags and city-ready shoes. With free standard shipping over $540, it’s the rare chance to claim a little Scandi 2.0 for your own wardrobe before the season’s most coveted pieces inevitably sell out.
Ganni Black Friday Sale Edit
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Feminine Buckle Ballerinas
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