Ganni, the sustainable, contemporary Danish brand, has unveiled its pre-SS21 collection, which was designed from creative director Ditte Reffstrup’s kitchen during lockdown.
The “Home Is Where the Heart Is” collection “goes to the heart of Ganni, featuring longtime label favourites, digging into what the brand stands for”, it said.
Reffstrup began the design process in February, just as the COVID-19 crisis was beginning to take hold across the world and was forced to work from home and collaborate with her design team via video calls, a process she said led to a collection that is “Ganni to the max”.
The brand is known for its off-beat styling and unexpected details and these are evident in the new collection, such as over-sized collars and jewelled buttons and, for the first time, the addition of pattern to tailoring with a rose-print army-beige jacquard suit with a long ankle grazing skirt.
Suiting and dresses this season feature ties to switch up the silhouette – allowing the wearing to lace it to make it tighter. Oversized knits feature strongly with frills added to ribbed knits and the signature smiley face sweatshirt is back.
“In the very beginning of our design process everything was so completely different. When we started out in February, we were on a crazy energised high from Fashion Week, where we’d worked with this amazing collective of women artists and creatives on the FW20 show. We had a kitchen party at our house the night before the show – everyone was dancing, 100% GANNI style.
“Then just after, lockdown happened and the collection became something else. It was so hard in the beginning, but it turned into a really positive experience, somehow turning our creative process upside down.I had to work on the collection from our kitchen during the lockdown in Copenhagen, with the kids running around, so I nicknamed it “the kitchen collection”. It felt really emotional.
“Our team was really focused, no travel, no distractions. Even though we were apart – everyone felt so close, like we were getting to know each other all over again. I think you see that in the clothes. It’s GANNI to the max, with a real classic feel – the suiting, the dresses, a frill on a knit, always something unexpected. There are a couple of upbeat dressy-dresses too. I am longing for that feeling of being on the dance floor,” Reffstrup said.