In the two decades-plus since it launched, Ganni (and its 'girls') has gone international. In fact, one can find the flouncy-dressed, fancy free Ganni Girl virtually anywhere, thanks to 27 retail locations, hundreds of wholesalers and worldwide shipping. Still, she was born in Copenhagen, and for spring/summer 2023, designer Ditte Reffstrup stages a raucous homecoming. A love letter to “the place where our heart is.” “It’s a celebration of the place, the culture and the people that make us who we are,” says Reffstrup. “The city is pulsing during summer, which got us thinking about the rhythm of our hearts and the beat you see on a hospital monitor.” The sentiment can be found quite literally in the collection’s wavy collars and hemlines – a tailored pulse. Garments that are sure to be worn, fittingly, at next summer’s festivals.
To double down on its Danishness, the collection is dubbed 'Joyride', a nod to biking through the city on a balmy day. “It's the perfect time to just let your thoughts flow,” says Reffstrup. “It really gets your beat going, whether it’s a morning ride to work or heading to dinner through the bustling streets.” Those biking, strolling or even boating by the show — a long stretch of boardwalk decorated with chalk hearts, swirls and logos – could join in the fun from behind the barriers.
Adding to the feel good vibes are a handful of collaborations. This season’s Levi’s collab, Ganni’s third, revisits the feminine, Peter pan-collared garments, hued with natural dyes. Also on the runway is an upcycle collaboration with Barbour, which finds the outdoorsy workwear jackets rendered in reworked fabrics that read 100% Ganni. Lastly, Reffstrup teamed up with Icelandic outdoors brand 66° North on a capsule of upcycled technical gear. The Ganni girl meets the great outdoors.
But the core of the collection was utterly Danish and deliciously Ganni. Track pants stuffed into cowboy boots, long, sheer sparkly dresses with relaxed blazers, sparkly crop tops with joggers. An anything goes easiness. By the time the models came down on their bikes for the finale – led by Danish supermodel Mona Tougaard – it was clear you can go home again.