It’s no coincidence that Australia’s obsession with Copenhagen (bakeries, fashion, and so on) has grown alongside the popularity of affordably luxurious Copenhagen fashion label Ganni. The “Ganni Girl” aesthetic – recognised by romantic, oversized collars, colourful vests and playful logo tees – has spread beyond the Danish capital.
“Every design has something eclectic and an element of the unexpected to make you stop and think. I think that’s what keeps things exciting and always evolving,” Ganni creative director Ditte Reffstrup tells Broadsheet.
In October, Ganni launched its first Melbourne location at Emporium in the CBD. Before then, Melburnians could only shop the brand in-store via fashion retailer Incu. “This vibrant city … truly embodies the Ganni spirit,” Reffstrup says. “Our new Melbourne store is a key part of our global expansion and it means so much to connect with our Australian community.”
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SIGN UPOn the racks, you’ll find Ganni’s latest collections alongside iconic pieces such as tie-detail poplin blouses, graphic logo T-shirts and more. Bold pedestals proudly display the label’s signature Bou bag and Buckle Ballerina flats.
The brand’s playful aesthetic is mirrored in the store design. A light-teal, stucco-look exterior is distinct beside the high-gloss finish facades of the neighbouring stores. And inside, the space takes cues from the set of ABC’s Play School. Colours are soft, with walls and surfaces varying from peach to mint to mauve.
Vases by Copenhagen designer Niko June complement two beautiful pieces by local artist Morgan Blue. (One is titled Ganni Cat, the artist’s interpretation of what a fun and flirty fashion cat would look like.) Recycled plastic plinths sit alongside sleek, steel display racks and wooden Wishbone chairs by Danish designer Hans Wegner.
“We try to always trust our gut,” Reffstrup says of the new space. “If our hearts are not in it, it doesn’t happen – there’s no secret sauce to it.”
Ganni
Emporium Level 2, Shop 2-018 287, Lonsdale Street, Melbourne
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