For the uninitiated, the concept of a Ganni Girl is about dressing for yourself and nobody else. The Copenhagen-based label helmed by husband-and-wife designer duo Ditte and Nicolaj Reffstrup creates pieces that celebrate individuality and encourage self-expression—making you feel like the best “you” you can be, every time you wear it. Here, in an exclusive excerpt from the brand’s debut monograph Ganni: Gimme More (Rizzoli), British journalist Susie Lau explores her definition of what it means to be a Ganni Girl."—ELLE This book is about what happened when a business leader decided not to bury his head in the sand about climate change; when he found the conversation with his kids about floods from melting ice caps too painful, since his success was wound up in their cause. This book asks what it means to force yourself to take a different business path, where the destination is a responsible and profit-making business. Everything comes together to capture the essence of the colorful “Scandi 2.0” aesthetic Reffstrup helped define. A photograph from the new “Ganni: Gimme More” book featuring Ditte Reffstrup. Courtesy of Ganni, Josefine Seifert Ana Krašis a photographer and multidisciplinary artist. Richie Shazam is a New York based photographer and model. Rosie Marks is a London based photographer. Jacqueline Landvik is a Norwegian creative photographer and artist.

Ganni by Ganni, Ana Kraš | Waterstones

Ganni has always been about so much more than fashion. It’s an attitude, a way of life and our community is an embodiment of that attitude,” said Ditte Reffstrup on the importance of working on projects beyond fashion and bringing the brand’s creative community together. Alongside notes on its ongoing efforts in responsibility, the book includes a photo essay on the label’s hometown by long-time collaborator Kraš, an editorial of Ganni’s New York friends and family by Shazam and pieces by husband and wife duo and brand founders Ditte and Nicolaj Reffstrup.Nicolaj Reffstrup also weighs in with an essay on the company’s approach to sustainability. Titled “The World Doesn’t Need More Clothes,” the essay looks at Ganni’s “honest not perfect” attitude toward responsible production and the multiple projects Reffstrup is spearheading to spread awareness around the issue, from mapping out the company’s supply chain to growing oyster mushrooms from the Ganni canteen’s used coffee grinds. In just over a decade, husband-and-wife team Ditte and Nicolaj Reffstrup have built Ganni into one of Denmark’s most celebrated fashion houses. Based out of Copenhagen, the cult label is known as much for its vibrant prints and structured silhouettes as it is for its creativity and individuality. World-class photographers, stylists, designers and artists gather here to tell the GANNI story, with archive designs, collections, and iconic collaborations woven throughout. GANNI: Gimme More is a timely publication, printed on sustainable FSC certified paper, that offers readers a window into the world of GANNI, a universe that is playful, mindful—and never dull. American photographer Annie Leibovitz is known the world over for her celebrity portraiture, but this is the first book that focuses solely on her encounters with fashion. Showcasing work for Rolling Stone in the 1970s right up to the present day, via shoots for Vogue and Vanity Fair in the Eighties, Wonderland is a visual homage to a career that has spanned five decades – and counting. Alongside work by photographic greats such as Arthur Elgort , Corinne Day , Herb Ritts and Richard Avedon , you’ll find essays from the likes of Carine Roitfeld and Ellen Von Unwerth , and input from leading industry figures such as Edward Enninful, Grace Coddington and Donatella Versace . All bring to life a decade that saw the worlds of fashion, music, entertainment and art collide to create some of the most iconic moments in sartorial history. The book accompanies the first ever exhibition curated by Schiffer at Kunstpalast Düsseldorf – the city where Schiffer was first discovered – which runs until 9 January 2022.

Ganni | Flannels Ganni | Flannels

The monograph starts with a personal story about founders Ditte and Nicolaj Reffstrup, their love story and their flair for hosting late-night parties and bringing interesting people together ever since they lived in a shoebox apartment in Copenhagen as a couple. Those same qualities brought the now-global Ganni Girls phenomenon to life, argues the couple’s friend Frederik Bjerregaard. For their Ganni editorial, Shazam wanted to offer an honest portrayal and depiction of the New York girl crew while shooting over the course of a month, during the height of the pandemic last year. What transpired were documentarian-like depictions of the New York Ganni girls — such as musician Ruby Aldridge, artist Laila Gohar, and skater Yasmeen “Yaz” Wilkerson — at home or in their studios. Ganni: Gimme More Author Ganni, Contributions by Ana Kras and Richie Shazam and Rosie Marks and Jacqueline Landvik This debut monograph from Danish fashion brand GANNI documents Scandi 2.0 style, a growing global community of confident, unapologetic women and the unending pursuit of building a responsible fashion company.That’s why the book also features a photo-essay of Copenhagen by longtime Ganni collaborator photographer Ana Kras; an essay of what it means to be a Ganni Girl by London-based content creator Susie Lau; an interview with Priya Alhuwali, and a piece by New York-based writer Marjon Carlos. In The GANNI Playbook, co-founder Nicolaj Reffstrup unveils the strategies that propelled GANNI to international stardom (although he'd never say that about their journey), while candidly unravelling the cultural, operational and creative components required to construct a business that embraces an uncertain future. GANNI, the ruthlessly honest Scandinavian fashion brand, is driven by a mission to demonstrate the principles of responsible business, where greater purpose co-exists with financial ambitions. Copenhagen fashion brand Ganni has released its first publication, telling the brand’s story through a collection of editorials, stories and photo essays.

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In line with its environmentally conscious ethos, the brand made a point to use FSC-certified paper to create its new book, as well as offset the full carbon footprint of each book printed.

Being a creative in New York is such a struggle, making ends meet and being able to support yourself,” Shazam told the Cut. “How does one survive in New York? I’ve been able to do that by wearing 30 different hats. I’m always grinding. I’m always hustling. So the smoke and mirrors of “You’re doing so well” is just me trying to pay my rent and make it work.” Shop from over 500 of the world's finest luxury designer brands & be dressed for any occasion - visit MRPORTER.COM London-born Nadine Ijewere first fell in love with photography when she was a little girl, going on to study at the London College of Fashion. Successfully combining the two, she is now one of today’s most sought-after fashion photographers. She’s worked with Dior to Hermès , The Wall Street Journal to Garage magazine, while her photographs have hung in Tate Britain , and at Unseen Amsterdam and LagosPhoto . In partnership with Rizzoli, the premium label looks to highlight its Scandinavian sensibilities throughout the book, capturing its diverse network of creatives surrounding the brand, including photographers, stylists and designers, to help tell the Ganni story.

GANNI - Harvey Nichols GANNI - Harvey Nichols

GIMME MORE: Ganni is debuting its first book with Rizzoli, called “Gimme More,” capturing the carefree spirit that defined the Copenhagen brand over the last decade, with a series of personal essays and photographs by longtime Ganni collaborators and friends. Based out of Copenhagen, husband-and-wife duo Ditte and Nicolaj Reffstrup have built GANNI into a global fashi The life of Italian shoe designer Salvatore Ferragamo is a colourful one. Born in 1898 in south Italy, he studied shoemaking in Naples before moving to America to design footwear for the stars of the silver screen. In 1927 Ferragamo returned to Italy, where he founded the eponymous House which was to become the major global fashion brand we know today.

That is Shazam’s definition of the “Ganni Girl”: someone who has built a community, is about her business, and “has her eyes on the prize.”