Ever since its launch in 2000, Ganni has taken the fashion industry by storm, causing a stir among social media influencers with its rejection of the Scandinavian fashion girl stereotype.
The brand, which is led by creative director Ditte Reffstrup, encompasses the care-free spirit of Scandi dressing while modernising wardrobe staples, like the classic wrap dress, with exaggerated details and bold colour.
But, up until now, UK-based fans have had to get their Ganni fix online.
Much to the delight of those who hoped the brand would finally make its way to British soil, the brand has officially opened its first physical shop in London.
Located at 36 Beak Street in Soho, the store reflects the brand’s eclectic and colourful vision with blocks of pink, yellow and blue interspersed throughout the building.
Reffstrup, who co-founded the brand with her husband Nicolaj, said they wanted to create an “inviting and inclusive space where people want to come and hang out” and as such, took most of their inspiration for the new store from their own home.
“The artwork is bright, colourful and fun to reflect Ganni’s personality,” Reffstrup told British Vogue.
“We’ve got works by some of my favourite, super cool female artists like Emma Kohlmann and Monica Kim Garza, and this amazing paper-mâché sculpture by Misaki Kawai that we picked up at The Apartment in Copenhagen.”
The shop has also been designed with sustainability at its forefront with the introduction of a new garment take-back scheme that allows customers to drop off unwanted clothing and shoes from any label into designated boxes for recycling.
Any profits made from the collection points will be put back into the I:CO – a company that provide in-store collection, re-use and recycling of used textiles and shoes – circularity research projects.
To marks its first foray in the UK, the brand is also treating Londoners to three exclusive styles that can only be purchased in its Soho flagship, including a black leather blouse (£440) and mini skirt (£350), both printed with tiny yellow flowers, and a logo-heavy long-sleeved T-shirt (£90).
Speaking of the opening, Reffstrup said it was a “dream come true” to finally have a store in London.
“It’s a city that has always had my heart – I’ve been coming to the city for inspiration since I was a teenager,” Reffstrup said.
“It was my first big city experience, coming from a small town in Northern Denmark, my whole world cracked open.
“It’s always been our mission to create a Copenhagen-based brand with global ambitions and share our Scandi 2.0 sense of style with the world. Now with GANNI Beak Street, it feels like it’s all starting to happen.”
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