Copenhagen FW Spring 2015: Inside the Ganni studio
Inspired by the lifestyles of the rich and eccentric,
Ganni presented its Spring 2015 collection on the rooftop tennis court at the
Hotel Mercur, once the private playground of infamous Danish travel industry mogul
Simon Spies. Before their show, I spoke to the husband-and-wife team behind the brand, creative director
Ditte Reffstrup and CEO
Nicolaj Reffstrup at their studio in Copenhagen.
C.H.: What was your vision for Ganni when you joined the brand in 2008? D.R.: One of our friends, a gallery owner, started the brand really just to design clothes for himself, for what he felt like wearing. It wasn’t very cohesive, so when I came on I wanted to build up a full collection with fall and spring lines.
C.H.: Where did you take the inspiration for your Spring 2015 collection? D.R.: Normally, we go to New York for inspiration, but this time we went to L.A. We wanted to capture the glamour of Hollywood – the people you see in
Vanity Fair: They have beauty, intellect, a beautiful life. From there, the colours and materials came naturally.
C.H.: Are those the women you design for? D.R.: The Ganni woman is always the same: I design for the women that I see on the street, that I work with. N.R.: And you as a person dress for the mood you are in – you like to dress up and also to wear your printed dress with high tops and a biker jacket. D.R.: I always tell our team we should design based on our own intuition. I think it’s important not to just follow the trends, but to stay true to yourself.
C.H.: Where do you plan to take the Ganni brand from here? N.R.: There’s a void left by brands like Acne, Alexander Wang and Phillip Lim moving into the luxury bracket. So we’re expanding our brand to include more premium garments. We’re staying true to the entry-level prices, but expanding the upper end of the collection.
C.H.: What are you most excited about for the Spring 2015 show? D.R.: It’s all very exciting. I’m looking forward to the music – Faith No More’s “Epic” and “Try Again” by Aaliyah. It’s very me. Music is a big part of my life.
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