Why we all want to be #Gannigirls

If you’re not already in love with cult Danish label Ganni, there's a good chance you will be soon.

For those unfamiliar with the brand, Ganni launched in 2000 and has swiftly become a go-to for the Insta-savvy style set, for whom it’s mid-priced, trend-lead clothing neatly fills the void between the high street and high end.

If, like us, you’re already a fully signed-up member of the Ganni fan club, you’ll be pleased to hear they're dropping a 10-piece denim line on Friday that will have you even more hooked.

Successfully debunking any notion that Scandinavian fashion only means minimalism, Ganni’s ruffle hem leopard print skirts, slogan t-shirts, fluffy pastel-coloured jumpers and printed tea dresses have shot to Insta-stardom in recent years, loved by a growing gang of influencers – or #GanniGirls – like Camille Charriere, Lucy Williams, Pandora Sykes and Pernille Teisbaek.

“With Ganni we wanted to do something different than the stereotypical Scandinavian fashion, which when we started was either minimalistic high-concept Scandi-style or girly-boho,” says Ditte Reffstrup, Ganni's creative director.

“Convinced there could be a third alternative, we sought a more playful and effortless approach to design - full of contrast and colour - that represents how I want to dress and look.”