Do you remember the last thing you did before quarantine? After months of social distancing and staying home, many of us are painfully nostalgic for the last time we went to a restaurant, bar, concert, or event of any kind with more than five people. Before the coronavirus hit Denmark, Ganni’s Ditte and Nicolaj Reffstrup threw a rager. They are famous for their Copenhagen Fashion Week after-parties.
In late January, to celebrate their fall 2020 collection and a collaborative artist project called 202020 that aimed to predict the future of the next decade, the Reffstrups invited everyone over for drinks and food and dancing into the early hours of the morning. Riding on that high, the Reffstrups began working on their resort 2021 collection, but soon thereafter, everything was stopped by the coronavirus and the Reffstrups began self-isolating like so many of us.
Ditte Reffstrup took up residence in their kitchen, using the counter space as a makeshift standup desk. She had to adjust, like we all have, to a new way of being creative and collaborative in the digital sphere. In the beginning it was challenging to find a way forward, but Ganni, the brand and the people behind it, are nothing if not optimistic. Reffstrup built their resort collection on a foundation of the brand’s classics. Oversized pilgrim collars, bubble sleeve mini dresses in playful prints and black leather, and striped polo print shirts were in the mix, all cut a bit more streamlined than in seasons past. That was the point; Reffstrup has been focused on editing down the collections and really choosing her “darlings.” This time around that’s the party dresses. She said she’s “longing for that feeling of being on the dance floor.”
Copenhagen has now reopened and the Reffstrups are back in their headquarters drumming up new digital ways to present their collections, grow their sustainability efforts, and connect their community of Ganni girls all over the world. They’re ready for what’s next.
