GANNI — the Scandinavian twist that refreshes ready-to-wear
Since its beginnings in Copenhagen, GANNI has established itself as one of the most recognizable faces of contemporary fashion. From a discreet cashmere label to a bold, vibrant and engaged brand, GANNI’s journey tells a stylistic and cultural revolution — a fashion that dares, thinks and includes. Behind the transformation: the creative duo Ditte Reffstrup (artistic director) and Nicolaj Reffstrup (CEO), who since 2009 have given the house a new breath, between Nordic heritage and global modernity.
What immediately sets GANNI apart: a recognizable aesthetic built on contrasts — vivid prints, assertive volumes, a mix of romance, urbanity and energy. The style claims its share of freedom: fluid patterned dresses, structured coats, bold accessories… Pieces you combine, uncombine, mix — without limits.
The most important thing with GANNI was to create something where everyone was welcome, a friendly and inclusive brand.
This openness is not just a slogan: it translates into facts, into inclusive collections and clothes designed to adapt to varied bodies.
We create for women who are confident and powerful.
she emphasizes when talking about the collaboration with Ester Manas — a collection designed for every silhouette.
What immediately sets GANNI apart: a recognizable aesthetic built on contrasts — vivid prints, assertive volumes, a mix of romance, urbanity and energy. The style claims its share of freedom: fluid patterned dresses, structured coats, bold accessories… Pieces you combine, uncombine, mix — without limits.
The Autumn–Winter 2025–2026 collection, presented in a Parisian townhouse, is the perfect illustration of this vision: sculptural silhouettes, innovative materials, a mix of textures and volumes, bold colour accents, a contrast between structure and fluidity. For GANNI, as Ditte Reffstrup puts it, it is about “channelling the innate confidence and dynamic energy of the GANNI woman”.
In fact, the GANNI wardrobe does more than dress: it asserts, questions, claims. A strong, recognizable identity addressed to an audience looking for a striking style — yet effortless, free of superfluous artifice, always accessible.
For several years, GANNI has multiplied initiatives to make fashion more inclusive. After a first “inclusive size” line, the brand launched the "Love Drop" — clothes designed to be worn by everyone, without gender distinction. T-shirts, hoodies, dresses, raincoats, in recycled or organic materials: the idea is to reinvent the wardrobe beyond traditional codes.
The collaboration with Ester Manas pushed this principle even further. For summer, the capsule range covers sizes 32 to 52 (EU), and claims broad access to desirable fashion without compromising on style. “We wanted to celebrate diversity and create designs for every morphology,” explain Ester Manas and Balthazar Delepierre.
For GANNI, this is not mere “inclusion marketing” — but a real conviction. The brand wants to offer a wardrobe in which everyone can recognize themselves, express themselves, feel free. In a fashion world that is often formatted, this is a true stance for plurality, confidence and visibility.
Ganni by Ditte Reffstrup — Fall Winter 2025/2026
Full Fashion Show
Beyond style, GANNI has for several years been engaged in a deep reflection on sustainability. In 2019, the house launched the Fabrics of the Future, an in-house lab dedicated to exploring alternative materials — cellulose fibres, plant-based leathers, recycled fabrics, alternatives to polyester.
The approach is paying off: in 2024, GANNI announced that 84â¯% of its materials used are classified as âPreferredâ â in other words low-impact, organic or recycled alternatives. The goal: reach 90% by 2025.
Among the major innovations: a “carbon-neutral” cellulose fibre, developed with the start-up Rubi. This yarn, created via an enzymatic process that “digests” CO₂ without water, offers a radical alternative to cotton or classic synthetic fibres.
Going further, GANNI launched an in-house textile-waste recycling programme: cotton scraps, deadstock fabrics and production leftovers are reintroduced into the cycle and turned into new yarns. Result: a significant reduction in waste, and a virtuous circle on the ecological front.
Finally — and this is a strong signal in the industry — GANNI has progressively eliminated virgin leather from its collections: ready-to-wear, accessories, shoes. As of 2024, 0% virgin leather in the brand.
Ces choix structurants prennent un coût (logistique, R&D, sourcing), mais témoignent d’une stratégie long terme : celle d’une mode durable, soucieuse de l’impact, sans sacrifier le style ni la qualité.
Until now a symbol of “Scandi style”, GANNI is now carving its path on the world stage. In 2024, the brand closed its UK office to refocus its forces in Paris — now a strategic “global platform”, alongside regional offices in New York and Shanghai.
GANNI’s entry into the Paris Fashion Week (PFW) calendar for its spring–summer 2025 collection marks a major step. It is the first time the Danish house shows outside Copenhagen — a strong statement of global ambition.
The SS25 show in Paris embodies this ambition: a joyful, inclusive, high-end fashion, yet faithful to the “scandi-cool” spirit. The message is clear: GANNI does not tone itself down to fit luxury. It elevates Scandinavian style while keeping its soul.
On the infrastructure side, this strategic reorganization (UK closure, Paris refocus) reveals GANNI’s will to structure a strong international presence, with a stable European base, a global network, and brand coherence at scale.
For a project like ADG Studio — a concept store / café / boutique / creative universe — GANNI’s profile resonates strongly.
GANNI offers a modern, bold, inclusive wardrobe, perfect for an urban, creative, style-conscious clientele.
Its sustainable and transparent approach aligns with the values of ethics and awareness that contemporary projects carry.
The balance between Nordic heritage and international openness speaks to a cosmopolitan, curious, moving generation.
Enfin, l’identité visuelle — marquée, reconnaissable, inspirante — peut enrichir une offre “mode & lifestyle”, cohérente avec un espace comme ADG Studio.
In short: GANNI is not only a brand. It is a universe — aesthetic, ethical, cultural. And for ADG Studio, it is a natural partner, a line that resonates, a bridge between style, awareness and modernity.
At a time when the fashion industry is called out for its overproduction, its pollution, its lack of ethics, GANNI charts an alternative path. Not perfect, but bold. Not commercial first, but conscious.
Because GANNI chooses to rethink materials, include every morphology, and give style without constraints, it offers another way of conceiving fashion — less disposable, more responsible, more alive.
And because it proves that aesthetic, quality, ethics and modernity can be combined, it becomes a model. An inspiring model for brands, creators, boutiques. A model for those who believe a garment can be far more than a simple piece of clothing: an act, an identity, a stance.
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