Ganni, the self-proclaimed reinventor of Scandinavian fashion, has been in the hands of husband-and-wife team Ditte and Nicolaj Reffstrup since its birth in 2009. Initially formed from the idea of trying to create the perfect cashmere knit, Ganni has grown at an exponential rate, becoming a label that women instinctively reach for day in, day out. Looking to seek a more effortless and playful approach to design, the Copenhagen-based brand aims to avoid "strict dogmas or rules, but with room for personality, contrasts and experimentation." Marrying its Nordic heritage without limiting itself by traditional minimalism, think Wild West meets prairie; from equestrian prints and piped yokes to balloon sleeves and animal prints, Ganni's fresh approach to femininity injects bold colour palettes and abstract details into every wardrobe, season after season.
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