INTERVIEW: MEET THE GANNI DESIGNER

The Ganni show always makes a statement during Copenhagen Fashion Week - how do you prepare it for this season's AW17? We try not to worry too much about that, and just go with our gut feeling. In our collections we always work with strong narratives, which is a great design tool for us, and based on these narratives we work out a show setting. For us it’s all about the vibe and atmosphere. We want to present the new collection in the best possible way, while giving people a memorable experience at the same time.

What trends do you believe in for the next season? (AW17) We don’t really work with trends to be honest! We design what we feel like wearing ourselves. Sometimes we’ll start with a colour or a feeling and develop the collection from here. At a later stage we may come across a book or a movie that help us structure the narrative. But sometimes we’ll work with a book or movie as inspiration from start to finish and use it as a guiding principle for the puzzle we are putting together. What the two processes share is that they are both driven by emotions.

Can you give us a few hints about the inspiration behind the collection? (AW17) I don’t want to give away too much too soon, but my state of mind when designing the collection has been the primary driving force. The collection is called ‘Love Society’, and this is a symbol of what we believe the world needs right now. The collection portrays the contrast between everything that is going on at the moment, both politically and environmentally, and what we wish to have more of; love, connectivity and authenticity.

In what way do you use your own style into Ganni's universe? I design clothes that I want to wear myself. I follow with my instinct, and try not to overthink everything. My everyday look is constantly changing, yet I generally love comfortable easy-to-wear pieces that work in all aspects of my day. This is very much the philosophy of GANNI as well.

How do the streets of Copenhagen lead to inspiration for your designs? The girls of Copenhagen are truly inspiring to me. They have something effortless about them, which I always look to. Their sense of style derives from their way of living – they want to be able to bike around town all day, but also go dancing with their friends at night. No restrictions, just comfort and coolness.

We have seen Ganni in many different shapes and styles - how would you describe the Ganni look? We do not work with a specific woman in terms of age, occupation, and origin. We design for all kinds of women. However, the typical Ganni woman feels comfortable in her own skin. Meaning that appearance starts with personality and attitude, not clothes per se. She can wear anything from a cool leather jacket to a beautiful lace dress or soft cashmere knit. What makes her interesting and incredibly sexy is what she adds to the mix. 10-year old sneakers, a vintage headband, funky jewellery, a fashion forward handbag or whatever makes her smile when she looks in the mirror.

What is the key item for this season? (SS17) I have many favourites! But one of the is the sterling blue dress with ruffles and a crossbody print off galloping horses, which really captures the modern cowboy feeling of the SS17 collection. The theme the collection is “Space Cowboy”, and we have found inspiration in contrast between the desolated landscapes of Palm Springs and the pulsing city life of Los Angeles.

What was your ambition for the brand at the beginning? My husband (Nicolaj Reffstrup, CEO) and I took over the company in 2009, and our ambition was to create an international brand with Copenhagen as a starting point. We felt something was missing on the fashion scene back then. We sought after a more playful and effortless approach to fashion as an alternative to the two main looks of the time; high-concept Scandi-style or girly boho.

#gannigirls is already a well-known tag on instagram, and you also released a book about the Ganni Girls. How important is social media for Ganni?
Social media isn’t something we consider in the design process, but marketing-wise it’s of course a powerful communication tool. Social media platforms allow you to connect with customers in a new and interesting way, while creating a sense of community and portraying your brand DNA. It’s both a lot of fun and a tad stressful at times! But we just try to be true to who we are, and post what we find exciting ourselves.

How was the transition to international marketing of Ganni? Growing as a company and gaining international clients and followers from all over the world, has been extremely thrilling, inspiring and nerve wrecking. It’s a journey we’re still on! We just try to tag along, and do what we do best, while reminding ourselves to enjoy the ride.

In what way do you think Ganni has influenced international fashion? I believe GANNI brings something new to the table, as a contrast to the big established luxury fashion houses, as well as the high-street fast fashion brands, which are very much the two dominating players in the market today. We’re a family-driven company, and we act based on passion and our gut feeling. We do not have to answer to investors, we can grown in our own past, and do what feels right. I believe this is a unique position to be in, and I feel very fortunate to be working with what I love.

Where do you see Ganni in 8 years?
We want to make a difference on an international scale. Whatever that translates to, is still unclear to us.

Any Copenhagen tips for travellers? Rent or borrow a bike! It’s the best way to get around town.

Where do you get your coffee? You can actually find great coffee many places in Copenhagen. I love the café Atelier September, however most of the time I drink my morning cortado at the GANNI headquarters.

What would you recommend people to visit in Copenhagen? If you are in Copenhagen, I can highly recommend visiting the art museum The David Collection in the centre of the city. One year we used the unique surroundings of the museum as the venue for presenting our collection. It’s a place I keep returning to again and again.