My favourite fashion brand – Ganni
Since husband-and-wife duo, Ditto and Nicolaj Reffstruf, took over the company in 2009, Ganni has grown to become one of Denmark’s most renowned fashion labels. The brand boasts a fun and colourful style, whilst also balancing sophistication with playfulness, placing themselves in the sweet spot between high end and high street fashion. As explained by the label’s Creative Director, Ditto Reffstrup, “It’s all about the contrast”, an inherently feminine style in combination with individuality and comfort.
The brand’s viral hashtag “#GanniGirls”, invites women of all “age, occupation and origin” to celebrate confidence and unpredictability in their attitude towards fashion. The Ganni girl embraces her individuality and feels comfortable in her own skin, which Ganni’s creative director, Ditto, believes starts from within. A #GanniGirl is a mindset, more than a type of attire, however, is reflected in the clothing she wears. As a young woman, I seek to replicate the #GanniGirl attitude, whereby embracing my femininity with confidence and having fun with it are essential to navigating the challenges I may be faced with in an everchanging city.
Furthermore, as stated by Ganni’s sustainability and CSR director Lauren Bartley, the brand feels a “moral obligation” to promote and achieve sustainability and responsibility in their business practices. Ganni has implemented a sustainability and CSR strategy, called the Responsibility Gameplan, which aims to achieve 44 goals related to “people”, “planet”, “product” and “prosperity” by 2023. Whilst they do not claim to be sustainable, under the belief that no fashion retailer can be truly sustainable in “the current system”, their three-year strategy focuses on continuous improvement of their work practices in order to better themselves in today’s shifting climate. Ganni recently achieved B-Corp certification with 90.6 points, reinforcing their commitment to sustainability and responsibility as a business and astronomically exceeding the average company score of 50.9 points. I applaud Ganni for their constant mission to better themselves as a responsible business, particularly within the fashion industry, due to its detrimental impact on the environment. Their attitude towards achieving the highest standards of responsibility, despite its challenges, is an inspiration and proves the potential for the sustainable future of fashion.
References
Bartley, L. (2022). Ganni: ‘We want to leave the fashion industry better than we found it’. Drapers. [online] 24 Feb. Available at: https://www.drapersonline.com/insight/ganni-we-want-to-leave-the-fashion-industry-better-than-we-found-it [Accessed 3 Oct. 2022].
Carnaby (2020). The #GanniGirls are Coming. [online] www.carnaby.co.uk. Available at: https://www.carnaby.co.uk/magazine/ganni-girls-are-coming/ [Accessed 3 Oct. 2022].
Nast, C. (2022). Ganni Is Officially A B Corp. [online] British Vogue. Available at: https://www.vogue.co.uk/fashion/article/ganni-b-corp [Accessed 3 Oct. 2022].
Net-A-Porter (n.d.). The inside story of a fashion cult… [online] NET-A-PORTER. Available at: https://www.net-a-porter.com/en-gb/porter/article-b008229e7775429f/fashion/art-of-style/ganni [Accessed 3 Oct. 2022].
Nguyen, A. (2021). What Is a ‘Ganni Girl’? [online] The Cut. Available at: https://www.thecut.com/2021/10/what-is-a-ganni-girl.html#:~:text=That%20is%20Shazam [Accessed 3 Oct. 2022].
Reffstruf, D. (n.d.). The Original Ganni Girl | Liberty. [online] www.libertylondon.com. Available at: https://www.libertylondon.com/uk/features/fashion/the-original-ganni-girl.html [Accessed 3 Oct. 2022].
Reffstrup, D. (2020). #GANNIGIRLS For Change – Responsible Fashion Movement | GANNI UK. [online] Ganni. Available at: https://www.ganni.com/en-gb/ganni-universe.html [Accessed 2 Oct. 2022].