Behind the Brand: Ditte & Nicolaj Reffstrup of GANNI

How did Ganni become the hottest new label all the It girls are wearing?
Reading time 3 minutes

Alexa Chung is a fan; so is Helena Christensen, Leandra Medine, Pernille Teisbæk, and countless other fashion insiders privy to the well-kept secret that is GANNI. To the uninitiated, the Copenhagen-based label was founded in 2000 but only burst onto the scene when husband-and-wife team, creative director Ditte Reffstrup and CEO Nicolaj Reffstrup, took over the reins.

Eight years, 400 international retailers, and 18 concept stores later, an exclusive GANNI capsule collection is finally here by way of Excited? Well, you should be. With a dollop of Scandi insouciance and a dash of effortless wearability (don't forget its "Instagrammable" cachet), this season's must-wear label has just brought your dream vacation wardrobe to life.

Below, Ditte tells us more about the evolution of the brand and why everyone should stop and smell the roses every once in a while.

Tell us more about 'Stop and Smell the Roses', the capsule collection exclusive to

It’s a summery collection of lace, sequin, satin, and silk styles with roses as an on-going element. The title is a gentle reminder to ourselves to put our phones down, enjoy the moment, and be present right here and now.


Where do you picture women wearing pieces from 'Stop and Smell the Roses' and what do you see them doing?

I picture women at the office, lounging in the garden, on a boat outside the coast of Formentera, or hitting the dance floor in the early hours. It’s a versatile collection, and depending on how you style it, you can wear it for every occasion.

How has GANNI evolved since you and your husband took over the label in 2009?

Our design philosophy and aesthetic is the same today as it was eight years ago. Back then, it was more of a con amore project of its original founder (a good friend of ours) who ran a gallery while starting GANNI. What Nicolaj and I wanted to offer was an alternative to the two main looks of the time: high-concept Scandi-style or girly boho. Our goal has always been to create a brand without strict dogmas or rules, but with a carefree and optimistic attitude to design and styling. To us style is all about gut feeling.

Who is your GANNI muse?

There are so many cool women around the world, which makes it impossible just to pick one – though I’ve always had a soft spot for Chloë Sevigny, especially in the movie 'Kids'. We do not work with a specific woman in mind. The typical GANNI girl feels comfortable in her own skin. 


How did the #GANNIGirls tribe come about?

The concept was born one day when Kate Bosworth and Helena Christensen posted a picture of themselves wearing GANNI and used the hashtag #gannigirls. It wasn’t something we initiated, however since then it has taken on a life of its own.


Right: Alexa Chung, Helena Christensen, and Leandra Medine are just some of GANNI's fans (aka #GANNIGirls).


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