Ganni is a contemporary women's fashion brand known for bold and expressive styles that exude optimism. In recent years, the brand has achieved cult status among fashion enthusiasts with its cheerful, colorful designs. Inspired by the vibrant culture of Copenhagen and their own creative vision, they have managed to create a label that blurs the lines between high fashion and streetwear.

Ganni was founded in 2000 as a cashmere label by gallerist Frans Truelsen. It wasn't until the late 2010s, when Ditte and Nicolaj Reffstrup took over as creative director and CEO and revamped the product range, that Ganni gained popularity. Over the years, Ganni evolved from an insider's tip into a global phenomenon. Originally a response to the perception that all Scandinavians dress either androgynously or bohemian, Ditte Reffstrup wanted to design clothes that she and her friends would want to wear. Always focused on creating a contrast between feminine styles and sneakers or jeans, while maintaining Copenhagen's relaxed and cool vibe.

Over the past decade, the label has slowly established itself as a cult brand that strikes the perfect balance between high-end and high-street fashion. Appreciated by influencers like Pernille Teisbaek and Alexa Chung, the brand remains loyal to a very specific fashion crowd seeking effortless yet expressive fashion. The brand's directors attribute its success largely to controlled growth and a commitment to designs that express Ganni's perspective on fashion, rather than replicating common trends.

The label is characterized by colorful, witty, and sophisticated pieces, such as striped sweaters, T-shirts with unusual prints, and cowboy boots, which can be found in every collection. In addition to fashion, the label also creates accessories such as jewelry, headwear, scarves, and bags, as well as shoe collections. In 2018, Ganni launched a denim collection alongside its usual ready-to-wear styles for the first time in its history. Following partnerships with Scholl, Levi's, and Ahluwalia, a collaboration with Juicy Couture followed in early 2022, embracing the current upheaval in Y2K fashion and further placing the brand at the center of the current zeitgeist.

Ganni stands for community, meaning that those who wear Ganni express their identity—their preferences and interests—through wearing the brand. The fashion-conscious Ganni Girls exude youthful spirit and love to have fun. It's not just the garments themselves that have made Ganni so popular, but also its rise to a well-known brand with over 400 retailers worldwide and a recent investment from venture capital firm L Catterton. Celebrity fans like Pernille Teisbaek, Helena Christensen, Alexa Chung, Alicia Vikander, and Camille Charrière have helped build a loyal fan base and captivate women directly. The term "Ganni Girls" is on everyone's lips. It's meant to convey a sense of community and promote an aesthetic that plays with style disruption. Authentic representations of this aesthetic in Instagram photos are personally reposted by the brand. With a remarkable community in contemporary media, Ganni is a leading example of market relevance that transcends mere clothing sales.

Ganni is actively committed to sustainability and ethical practices in the fashion industry. From using eco-friendly materials to supporting fair labor conditions in the supply chain, the company strives to have a positive impact on the world while offering stylish, high-quality clothing. Ganni publishes annual sustainability reports to transparently share its progress. Ganni strives to become the most responsible version of itself and pursues special projects with great dedication and optimism, which are reflected in Ganni designs and campaigns.