From fashion’s best-kept secret to a global phenomenon: The gospel according to GANNI

Meet the couple behind the Copenhagen label. By Paul McLauchlan

Nicolaj and Ditte Reffstrup, the CEO and creative director of GANNI.

In the late 2010s, a little-known Copenhagen brand called GANNI began to trickle into conversations from New York to Sydney. In what was deemed Scandi 2.0, a brand with a high fashion mindset without the associated price, and with a defiant, individualistic spirit went from fashion’s best-kept secret to a global phenomenon almost overnight.

Quickly, the question “what are you wearing?” defaulted to “GANNI. Obviously!” for many sartorially inclined women. It owes to the brand’s 995k Instagram followers and the #GANNIgirls tag populated with over 75,000 colourful photos published by its “global community” of ardent followers and wearers.