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How Ganni built a cult brand

Find out what made this Danish brand a cult favorite for Scandinavian style.
How Ganni built a cult brand | EDITED

Fast rising up the fashion ranks, we take a deep dive into how the Danish brand has become a household name in the industry and breakdown the trends from Ganni's latest collection.

The rise of Scandi Style has placed Ganni front and center of the international stage. Known for its effortless aesthetic without breaking the bank, find out what the five ingredients are behind the success of the Danish brand. 

It's expanding its global presence

Alongside its venture into South Korea, Ganni also planned to open five new retail locations across Europe and the US in 2020, including a second store in London's Covent Garden.

It's built a cult following

With 868k Instagram followers, Ganni has fast become a global name and a number of high-profile influencers, including Pernille Teisbaek and Camille Charriere, are leading the army of "Ganni Girls" - the hashtag currently features over 56k posts on Instagram.

It's a trend setter

The brand's laid-back yet playful style has proven extremely popular with its customer base and it has consistently been at the forefront of emerging trends. Oversized collars have recently exploded in the mass market after Ganni dropped its Cotton Poplin Shirt in November 2019 and also featured the detail heavily within more recent drops. A number of copy-cat designs have since landed in the market at the likes of Zara, H&M and Topshop.

This is not the first time mass market retailers have taken inspiration from the brand - Ganni's neon green seersucker dress was labeled "The Dress Of The Summer" by Vogue in 2019 and led to several similar designs.

How Ganni built a cult brand | EDITED
Ganni World

Chart analyzes UK only, looking at the advertised full price of products in stock Jan 12, 2021.

5. It taps into high-low dressing

Think of this as the new smart-casual. One of the most important secrets to Ganni's success is its clothing's ability to work day or night, home or occasion. In the wake of COVID, versatility and adaptability have become integral to a product's success - something that Ganni has been prioritizing since day one. Its founder tests all products at home with her children on bike rides and out dancing.

Clothes can be dressed up or down evidenced through the brand's iconic styling; chunky boots are worn with sweatpants, wellingtons are paired with mini dresses, sweater vests with jeans, all topped off with a knitted beret. The brand's assortment also reflects this concept. Blouses, midi dresses and small leather bags are the top stocked products and ankle boots are the most invested footwear style.

How Ganni built a cult brand | EDITED


  • Relaxed tailoring
  • Sweater vests
  • Skirt co-ords
  • Barrel leg trousers

Prints & patterns

  • Paisley
  • Branded
  • Classic stripes
  • Soft florals

Details, footwear & accessories

  • Sharp collars
  • Large buttons
  • Knitted berets
  • Chunky loafers

Pre-Fall 2021

This collection sees washed out colors and bold prints play an important role in livening up tried-and-true styles, while feminine and kitsch detailing also elevate the range.



  • Sweatsuits
  • Midi dresses
  • Fitted sweater vests
  • Bucket hats & chunky boots

Prints & patterns

  • Dye
  • Tiger stripes
  • Classic stripes
  • Vintage stripes


  • Smocking
  • Oversized collars
  • Open backs
  • Puff sleeves

Contributions by Aoife Byrne and Venetia Fryzer. 

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