NYC Girls Reign in Ganni SS17
Words: Editorial Team
Images: Jen Steele
February 28 2017
Headquartered in the heart of Copenhagen, Danish contemporary fashion label Ganni has been representing the other side of Scandinavian design—covetable style, minus the minimalism. Family-owned and operated by Creative Director Ditte Reffstrup and CEO Nicolaj Reffstrup since 2009, Ganni’s effortless avant-garde, modern femininity, and nuanced understanding of real women have catapulted it onto the scene as a ready-to-wear favorite.
For Spring ’17, Ganni continues the tradition of forgoing traditional campaigns in favor of modeling its collection on a crew of creative professionals—Ganni Girls, as they’ve come to be known—who embody the independent, free-sprited, unfussy ethos of the brand.
Snapped by lo-fi New York photographer Jen Steele, the eclectic cast includes florists, interior designers, model agents, and restauranteurs who fuel NYC’s eternal status as a mecca of culture and cool, and serve as the fashion house’s everyday muses. “When fashion and photography are joined the result is most beautiful when respect between the subject and photographer is real,” says Steele, whose female-focused portfolio explores the diverse spectrum of womanhood. “Jess Green, director of Ganni’s US distribution, who is also featured in the series, and I chose the women for this project and we felt they represented confidence.”
The Ganni Girl initiative celebrates the mutual respect and admiration between the brand and the women who wear it. In lieu of inorganically tapping ‘influencers’ or traditional brand ambassadors, it’s a shout out to the women of the world who are doing their own thing, making their own way, and leaving a mark that goes beyond Instagram follower count.
“Ganni Girls are playful, fiercely independent and uncomplicated—they instinctively know that fashion is about discovering your own style, rather than copying looks from a magazine,” says Creative Director Ditte Reffstrup. “At Ganni, we do not work with a specific woman in terms of age, occupation or origin, it’s the real women I see on the streets everyday who I find truly inspiring.”