Last week, I went on a trip to Copenhagen and there was only one store my newly local host wanted me to see: Ganni. First founded in 2009, the womenswear brand led by Ditte Reffstrup hit a stride last year when a good chunk of women in fashion realized that its girly patterns and just-right loose fits were a perfect antidote to obsessive branding and logo overloads. These women started calling themselves #GanniGirls. It was like Gucci, but less obvious. Céline, but cheaper. Street style, but not trying hard. Over in Denmark, it’s got a cult status akin to our Mansur Gavriel (and their store designs kind of look alike, too), while being almost as accessible as Cos. It just carries that ineffable Nordic cool. So I’ve been obsessing ever since and managed to find a bunch of pieces from a few different seasons all on sale right now, some for as much as 70 percent off. Here’s your chance to get in on the best thing to come out of Copenhagen since hygge.
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