Often selling-out instantly online, those looking to get their hands on some of the label’s most iconic pieces – remember that neon green seersucker dress you saw all over Instagram last year? Or the checked slip? – would usually have to head to Copenhagen to visit the brand’s archive store ‘Ganni Postmodern’, which opened its doors back in 2015.
It’s one of the most popular Scandi fashion brands in the world right now, with countless influencers considering it one of their go-to label, but for many of us getting our hands on some of Ganni’s most popular pieces has proven a mission.
This week only, however, the much-loved Danish label has taken its archives online with a five-day ‘Ganni Postmodern pop-up’.
A curation of over 400 styles from past-season collections, going back to Autumn/Winter 17’s ‘Love Society’ collection, pieces are discounted up to 70 per cent.
20 per cent of profits from the pop-up will go to UN Women’s solidarity funds supporting women whose lives are most impacted during Covid-19.
“Right now, we’re apart” acknowledged Ditte Reffstrup, Creative Director at Ganni, “but we’ve never been more connected.”
“So many people ask us about the Ganni Postmodern store in Copenhagen. It’s such a popular destination, people go there to treasure hunt.”
“We wanted to finally give our worldwide community the chance to access our archive in support of a good cause. It’s been so nostalgic looking back through the archives. You can really go explore and find the one that got away!”
Scroll down to see the 11 pieces on our Fashion Editor’s Ganni Postmodern shopping list, but be quick – the pop-up is only open from April 28th to May 3rd…
Normal People: After Canceling Summer Plans, I’m Living Through Marianne’s Vacation Style
There are pieces of Hulu’s Normal People that will stick with you long after the show ends: Marianne and Connell’s tumultuous love story, of course, but also the romantic soundtrack, the picturesque setting, and yes, the style. As someone who recently canceled summer plans abroad, my eyes zeroed in on every piece of Marianne’s wardrobe during her holiday in Italy.
When Connell reunites with Marianne (played by Daisy Edgar-Jones) over their summer break, she’s wearing a simple gingham shift dress with a floral design. Light, airy dresses, denim skirts, and sleeveless tops aren’t earth-shattering fashion choices, but as I spend multiple days in the same sweatshirts and leggings, I feel nostalgic for the joy of packing a bag with carefully chosen items. Obviously, there are more pressing issues right now than the Madewell dress I ordered in February, but I allowed myself a little bit of envy (and a lot of aspiration) when I saw Marianne at her Trieste home for the first time. My summer may not look like Marianne’s, but damn, my wardrobe still can.
Marianne’s easy and carefree summer style – courtesy of costume designer Lorna Marie Mugan – reminds me of the things I can control as my own plans get upended. I don’t need a getaway to wear my favorite linen dress. I can easily make excuses to trade my sneakers for sandals on my walks around the neighborhood. My suitcase may remain empty for the foreseeable future, but I can still find excuses to dress like I’m summering in Italy – even if I’m just soaking up the sun through my fifth-story apartment window.