Everyone loves Ganni because the brand has a whimsical take on everyday wardrobe basics. Also, out of all the Scandinavian brands in Copenhagen Fashion Week, Ganni, is the most favoured because it is high-end luxury without breaking the bank! Ganni is a Danish brand founded by Frans Truelsen in 2000 and it's original intention was to create the perfect cashmere jumper. In 2009, Ganni had new ownership, husband and wife Nicolaj and Ditte Reffstrup in which the brand's identity evolved into contemporary ready-to-wear. Rather than leaning towards the traditional Scandi style, which is known for black clothing and minimalism, instead Ganni's designs feature pops of colour and prints. Ditte (the creative director) says "it's all about the contrast; wearing something feminine and pairing it with a pair of sneakers or denim."  She then said  “And, of course, effortless style, because we’re from Copenhagen; everything here seems very laid-back and cool; it’s a very easy way of dressing. For example, we use our bikes every day, and you would never see a girl wearing a pair of heels on her bike, she would always be wearing a pair of sneakers and maybe have her heels in her basket.” It is the hybrid of laidback cool and playfulness that has helped develop Ganni's popularity for sure!

For those who scroll around on Instagram, you may have noticed the #gannigirls hashtag. Well, the hashtag is often used to reference a Ganni outfit and it has been used over 95K times already this year! The 'Ganni Girl'  is not a specific woman in terms of age, occupation, and origin. Ganni aims to design for all women. But, the typical 'Ganni Girl'  feels comfortable in her own skin; meaning that appearance starts with personality and not clothes. What makes her stand out is what she adds to the mix and what makes her smile when she looks in the mirror. Do it the Scandi way and channel your 'Ganni Girl'  with the new season pieces...