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. 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

GANNI - Harvey Nichols GANNI - Harvey Nichols

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. 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. 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.” Everything comes together to capture the essence of the colorful “Scandi 2.0” aesthetic Reffstrup helped define. 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. 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.” 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.

Ganni by Ganni, Ana Kraš | Waterstones Ganni by Ganni, Ana Kraš | Waterstones

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. 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 . 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. 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: Gimme More Author Ganni, Contributions by Ana Kras and Richie Shazam and Rosie Marks and Jacqueline Landvik

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. 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.