What started as a very Danish it-girl club has become a global phenomenon, these days, literally anyone can identify as a #GanniGirl
It’s the stuff of Scandinavian fashion legend. The year is 2015. Helena Christensen and her pal Kate Bosworth turn up to lunch wearing the very same jacket from then-indie Danish fashion label Ganni. They snap a photo for Instagram, which could very well be a brand-defining moment in and of itself. But then, they add a hashtag. Two little words that would change the trajectory of Ganni forever. And thus, #GanniGirls is born.
![Ganni girls](https://images.vs-static.com/O40pUvgBudEWhIy6mQ4iSkjXVkA=/0x399:4791x3094/1900x0/Ganni_girls_a63bd3f1f5/Ganni_girls_a63bd3f1f5.jpg)
Photo: Ganni
In the six years since Christensen and Bosworth uploaded that pivotal image, the hashtag has claimed 62.6K posts and counting. It is a social media-driven success story, complete with charming origins, countless other brands have tried to emulate to various levels of success. Even as the brand has bloomed beyond its under-the-radar roots, opening flagships in both New York and Los Angeles and becoming a top-seller on archetypal online shopping destination Net-A-Porter, it’s still ineffably cool to be a Ganni Girl.
Ganni has more or less stuck to its guns since husband-wife duo Ditte and Nicolaj Reffstrup (creative director and CEO respectively) took over the brand in 2009. Generously cut prairie dresses with empire waists and puffed sleeves, midi-length silk slips, chunky boots and fuzzy cropped knits are all quintessential Ganni. So are leopard, floral and plaid prints. Ruched seersucker is totally Ganni, as are scrunchies.
![Mona Tougaard wearing Ganni](https://images.vs-static.com/U48KRZP9FiB7msPub-XDaqLSFf0=/1900x0/Mona_Tougaard_wearing_Ganni_8004471887/Mona_Tougaard_wearing_Ganni_8004471887.jpg)
Danish Model Mona Tougaard is a fan - here wearing denim jacket by Ganni. Photo: Getty