Ditte and Nicolaj Reffstrup are riding a wave of success. They’ve just opened Ganni stores in New York and Los Angeles, and today they’re celebrating a new outpost in Miami. More are following soon in other parts of the States. Back in early August, the Reffstrups celebrated 10 years of their Copenhagen-based label with a blowout Spring 2020 show, and as the label’s creative director Ditte said over the phone, they’re “still feeling the high energy from that moment.” High energy is exactly what fuels the fast-paced momentum of this brand, and Reffstrup assures that they aren’t planning to slow their roll anytime soon.
After many dark, cold, and rainy months during Copenhagen’s winter, spring and summertime are ushered in with such enthusiasm and excitement that residents of this small city take to the streets to eat, drink, and be merry with one another, perhaps more so than in other European cities. Reffstrup used this shift as a starting point for a Ganni offering that’s bright and bubbly, focused on candy colors, polka dots, and micro-florals, yet not at all naive. Wide, oversized collars, and big, inflated silhouettes looked fit for a futuristic Scandi retelling of Alice in Wonderland, but elsewhere a dreamy deep olive green feather and jacquard dress for evening signaled that Reffstrup is focused on maturing the Ganni girl. There are more denim options, as well as classic-ish knits, jackets, and vests.
Reffstrup also expanded the accessories offering, introducing a lineup of rain boots made with recycled rubber. There’s more swimwear and a new lingerie category, too. But what this well-conceived, covetable collection really showcases is how Ganni keeps constantly proving naysayers wrong. To those who thought this was just another Instagram-first, influencer-backed brand pushing the Scandi style agenda, think again.