“The Ganni girl isn’t one polished persona,” says Ganni’s Creative Director, Ditte Reffstrup.
“Firstly, it’s Ganni girls, plural – everyone is welcome. It’s a mindset or attitude more than a sense of style. It’s about confidence and having fun, with something unexpected you can’t quite put your finger on.”
From high-street hero pieces to supermodel hang-outs – Kate Bosworth and Helena Christensen (who turned up for drinks with Reffstrup wearing the same Ganni coat) came up with the #Gannigirls hashtag, and Reffstrup is right about the egalitarian appeal of the brand. “I love Ganni because it’s effortless,” says Laura Jackson, broadcaster, founder of Hoste and huge fan of the brand. “The colours and shapes are inspiring, and I’ve never felt awkward in anything Ganni. I’ve been wearing it for years and I treasure every single piece.”