Beloved of the fash pack, cool Copenhagen womenswear label Ganni has become synonymous with bold florals, feminine silhouettes, eccentric knits, and print galore, flicking two fingers at all of the stuff that’s usually associated with Scandi chic: an almost austere aesthetic with clean lines, sharp shapes and muted colour palette.
And now its legions of fans – us included – have something extra to be excited about this week. Teaming up with Net-a-Porter for the launch, the brand is adding a ten-piece-strong collection of denim to its lust-worthy ready-to-wear and accessories range, due to go on sale on March 23rd. A new direction for the brand, its first foray into the world of denim has been created in collaboration with Bengt Thornefors and Christoffer Svensson – denim maestros, both – of Swedish creative studio Magniberg, who between them have earned their fashion stripes at Acne Studios, Givenchy and Saint Laurent
Shot by New York based artist Ana Kraš the campaign references Creative Director Ditte Reffstrup’s idea of the Ganni girl as a global citizen. While, playing with proportions, the collection of impossibly wide jeans, voluminous maxi skirts and cropped jackets with brilliantly puffy sleeves come in soft hued pastels, creamy vanilla and expertly aged denim stonewash.
Debuting on the SS18 catwalk at Copenhagen Fashion Week – which the brand quickly became a highlight of since its first show – and clearly taking inspiration from the late 90s and early 00s, the low-slung waistbands were paired with the delicate blouses and rainbow knits characteristic of the label. And if your wardrobe looks anything like ours, you’ll have more than a couple of Ganni pieces in already and know that denim is the perfect partner for those ruffles, prints and soft silhouettes, giving them edge and strength; In the words of Ditte Reffstrup, ‘we jumped at the opportunity to do denim the ‘GANNI way’ working with colours, contrasts and playfulness. Denim is essentially a great counterpoint to our prints and feminine DNA.'