Ganni Debuts at Paris Fashion Week: A Hit with All Generations

Ganni, a Danish fashion label, has gained popularity across generations, appealing to both Gen Z and Gen X. The brand is set to debut at Paris Fashion Week, showcasing its latest collection after Dior and before Saint Laurent. Ganni's pricing ranges from £115 for T-shirts to £195 for dresses, and it offers a wide range of sizes from UK 4 to 24, distinguishing itself from many Parisian brands. Founded in 2000, Ganni initially started as a cashmere brand but was transformed in 2009 by Nicolaj and Ditte Reffstrup, who aimed to reflect the true style of Danish women. The brand's vibrant aesthetic, featuring colorful dresses and vintage-inspired pieces, has resonated with consumers seeking alternatives to traditional, muted fashion. Ganni has also made strides in sustainability, although the founders prefer the term 'responsibility.' The brand faced a significant financial loss last year when it discontinued its cherry-red cowboy boots due to the inability to produce the color non-toxically with alternative materials. With six stores in the UK and a revenue increase to €160 million in 2022, Ganni has established itself as a global player in the fashion industry. The upcoming Paris Fashion Week is seen as a pivotal moment for the brand, as it seeks to enhance its brand equity and reach a broader audience.