Shop now: Ganni Dufort Leopard Print Wrap Dress for £549 from Browns, Shop now: Ganni Embroidered East T-Shirt for £69 from Browns, Shop now: Ganni Charron Checked Dress for £199 from Browns, Shop now: Ganni Dora Walking Boot for £320 from Browns. With Rihanna, we expected it to go crazy, but we only sold about nine pieces from it. For the 12-piece collection, Ganni’s classic Scandi pieces have been re-imagined with an East side twist, to coincide with the newly opened Browns East in London. There was no master plan behind it. If your January wardrobe is in need of a little pizzazz, then I have just the thing for you: say hello to the ultra covetable Browns x Ganni capsule, freshly dropped today. Having been able to share their success together, as well as with their hard-working team back in Denmark and with friends and supporters of the brand all over the world, clearly means everything to the couple, who are renowned in Copenhagen for the celebratory parties they throw each season. She is a girl who is confident in her own skin and is relaxed about fashion. “Nothing would be easier than selling very expensive dresses because it would make you cool overnight,” Nicolaj laughs. This, she says, comes from learning a lesson when they put out their very first collection. This weekend, they decided to host their very first version of the event in London, hiring a trendy house in Clapton to celebrate with the people who have, alongside them, helped to make the brand such a success story. “When I was a buyer, I saw so many brands that were tempted to push their products out all over the place because everyone wanted them – and they just died overnight,” Ditte says. The way we built our society is reflected in the girls’ attitudes.”, Ditte agrees: “For me, the Ganni girl is a state of mind.
Nicolaj also disagrees when people describe Ganni as having had “stellar growth” over the last few years. This year's Fashion Awards is going digital, Gucci & Louis Vuitton most valuable fashion brands, 10 pairs of discounted leggings to buy now, How politicians became fashion influencers, HARPER'S BAZAAR, PART OF THE HEARST UK FASHION & BEAUTY NETWORK. And, while there are definite drawbacks (never being able to leave your work at the office for one), Nicolaj says that the benefits of working together do not just apply to the company, but to their relationship. For this reason, the company chose to drop 100 accounts this year, including one online retailer that made up 10 per cent of the company’s total sales.
We just did it because we felt that it was right. The label is revered for its fresh and effortless approach to design, based on how the creative director herself would want to dress. Copenhagen-based brand GANNI encompasses the carefree spirit of Scandinavian dressing. Nicolaj, however, does not agree. Changing their prices, however, was not an option for the couple for a number of reasons. This is the same product, why has the price changed?’ For me, I don’t want to do that – every time I see a girl wear Ganni, it makes me happy. As Scandinavian street-style favourite Ganni announces plans to open its first London store next year, we revisit our September 2018 interview with the couple behind it. This desire has partly been the product of the success of brands like Ganni, and has also – as a movement – helped to add to the brand’s appeal. The brand has positioned itself in a fairly unique place in the market; it's certainly considered to be a luxury designer label but its prices are nowhere near the expensive end of the scale occupied by other fashion giants.
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