International fashion weeks are having a moment lately. It’s always fashion week somewhere, hey. Fashion weeks are rising in popularity in far flung locations that aren’t New York, London, Milan or Paris. Seoul, Kiev, Tbilisi and Sydney are all having a moment. Just this past week the fashion pack descend upon the Danish capital, Copenhagen, for another few days of shows.
Copenhagen is an interesting one. I’ve never been, though I long to visit. The Nordic country is punctuated by mesmerising scenes, delicious food and beautiful people. Fashion weeks not centred in the main four capitals struggle. Undoubtedly. The draw will never be akin to Paris Fashion Week. The likelihood of the top editors flocking to more locations than already on the roster is slim. The designers that show in these locations are generally disadvantaged; they don’t receive deserved press or buyers, they attract—mainly—a local audience. Copenhagen Fashion Week is an interesting one because there is so much potential for it to be the next big thing. The fashion force is strong in Denmark. Faces of Danish fashion include the perennially stylish Pernille Teisbaek, models Caroline Brasch Nielsen and Nadja Bender. As to be expected, these girls were promoting Danish fashion during the few-days-long event.
This fashion week attracted Veronika Heilbrunner, Laura Brown and Emily Weiss, a triumvirate of important fashion names. Street style imagery was amplified with appearances from these ladies. One of the shows they all attended was Ganni. Present in over 400 stores globally, and having 18 stores of their own between their homeland, Norway and Germany, the brand is certainly a force to be reckoned with. The brand, founded in 2000, is directed by Ditte Reffstrup, who’s been seated at the house since 2009. “We find great inspiration from Copenhagen and the cool girls in the streets,” Reffstrup once told Coggles.
Scandinavian style is perhaps the most sought after in today’s world. The effortless coolness portrayed by Nordic Instagirls appeals to the rest of the world; the polished, sun-kissed blonde girls is what women aspire to look like. Ganni is the archetypal version of that. With an to celebrate and empower women, the label aims to “fill a woman’s wardrobe with effortless, easy-to-wear pieces that she reaches for day in, day out.” They list Kendall Jenner and Alexa Chung as fans and it’s not difficult to see why. Their recent Spring 2017 outing was inspired by a Californian road trip—the second most popular cool girls hail from this neck of the woods, unsurprisingly. The ease at which women carry themselves in this geographical locations syncs with Scandi girls.
Affectionately titled ‘Space Cowboy’, the collection was comprised of Western-inspired articles—perfect for California or Copenhagen. High-waisted bottoms in snakeskin, ‘Space Cowboy’ emblazoned t-shirts, lace edges, double denim—the collection was a stereotypical saunter through the Wild West and its iconic motifs. A Californian filter was applied to each look from metallic cowboy boots to large frames and Kendall-Jenner-worthy pouts. It won’t be a shock to the system to see the supermodel donning a look from this collection in her vintage car on Rodeo.
International success has been achieved by Ganni. With Kendall Jenner and Alexa Chung backing you, as well as local stars such as Pernille Teisbaek, there’s not shortage of opportunity for your label to perform exceptionally. Ganni is a lynchpin show during Copenhagen Fashion Week and it’s easy to see why—there’s like your Danish Burberry, on a smaller scale relative to the Danish fashion market’s size.
Danish fashion, like other cities—Sydney, Tbilisi or Kiev—is receiving a well deserved boost. There is a melting pot of brand models from commercially-driven to the poetically-inclined up-and-comers. Ganni is commerce-driven while also incorporating an artistic expression.
It probably won’t be soon, but give it another couple of years, up to a decade, maybe more. Locations such as Seoul, Sydney and Copenhagen will be demanding the presence and undivided attention of the international fashion pack. It will be a requirement for publications, stylists and photographers to make pitstops in these emerging markets. I hope the love does spread to Copenhagen, especially—the fashion world deserve more Ganni in their lives.
Photo Credit: voguerunway.com