R.H.: What about Scandinavian style do you think is currently resonating so strongly with the fashion community across the world?
D.R.: I really feel like it’s an effortless, relaxed approach to fashion that people can relate to. But I also think it relates to a broader aspect. Our society is very comfortable and secure—the system takes care of you. Our kids are raised equally across gender, which in turn helps support Danish women by giving them a certain confidence and ease in life.
R.H.: What do you think differentiates Copenhagen Fashion Week from others around the world? Has it changed much over last 10 years?
D.R.: The Copenhagen fashion scene is a celebration of our hometown, and our talented friends. I think international press see it as a fun Fashion Week, because it’s fairly open and quite chill. It feels like a really special time for Danish culture in general. Paris and Milan are so glamorous but there’s just something more laidback and effortless about Copenhagen fashion.
R.H.: #Gannigirls has over 25k Instagram posts. What does it mean to be a “Ganni girl”?
D.R.: Ganni girls is the whole inspiration for the upcoming collection. She’s not one single polished persona—it’s plural. The GANNI girl is more a state of mind or an attitude than a look. It hit me when I was in Paris last year. We were walking past this little bar where there were 10, maybe 15, women in traditional West African dress dancing. They were partying hard and it totally reminded me of the kitchen parties we have at home. I remember thinking: these women are so Ganni. The Ganni lifestyle is so much more than Copenhagen girls on bikes wearing sneakers with floral dresses. The world has infinite ways of showing its beauty, whether that is raw nature or urban life. This [Fall / Winter ‘19] collection is in many ways inspired by that modern woman, the global GANNI girl, who could be from anywhere.
R.H.: What role would you say influencers have played in the brand's success?
D.R.: In all honesty, it just happened so organically—we’ve been lucky. It’s not like we had a master plan—we never even had a social media manager—so when the girls started wearing the pieces, it just kept going from there. But we are so grateful for all the support we have had.