By  on February 10, 2017
Ganni x MyTheresa swimwear collection

LONDON — The Danish life, replete with candles, cozy blankets and crunchy winter vegetables, has become fashionable of late in the U.K. and the U.S., with myriad books on everything from cooking to parenting to “hygge,” the untranslatable word that refers to the act of enjoying simple pleasures, especially in the winter months.A great purveyor of that healthy, laid-back lifestyle is Ganni, the Copenhagen-based contemporary fashion brand founded in 2000, and run since 2009 by the husband-and-wife team, Nicolaj and Ditte Reffstrup.The brand shows during Copenhagen Fashion Week, and its clothing, bags, footwear, lingerie and swimwear currently retail in more than 400 doors internationally, as well as in 18 own concept stores in Denmark, Norway, and Sweden. The focus is on print, color and breezy silhouettes.For spring, the brand is ramping up its collaborations with a string of retailers and brands including Mytheresa, Net-a-porter, Shopbop, Liberty and Shrimps.Products range from furry sneakers to bikinis to dresses, all of which riff on existing Ganni styles.“We’re not usually a collaborative brand, but we realize that stores are on the lookout for exclusivity and newness, and we want to help retailers deliver concepts that can sell at full-price outside the fashion seasons,” said Nicolaj Reffstrup, the chief executive officer.“It’s not a strategy per se, we only collaborate if we feel like, deep down, it’s the right thing. We don’t do it for financial reasons. It’s a branding exercise, it raises awareness and it’s about us supporting the retailer and them supporting us. You can also learn how different retailers see and work with customers.”Ditte Reffstrup, Ganni’s creative director said the collaborations are an interesting way “to explore and play around with your designs. By reinventing your styles, creating them in new colors and materials, you give them another life. We always end up learning a lot about ourselves, while forging deeper relationships with our partners.”For spring 2016, the company worked on a footwear collection for Mytheresa. This month, it launched three swimwear styles on the site that including two bikinis and a one-piece suit with ruffles, all with dot, heart or poppy patterns.Reffstrup said the team worked with existing styles, but wanted to add a “quirky playfulness” to them for the retailer. The average price is 100 pounds, or $125.For Liberty, a longtime retail partner, Ganni has done exclusive black-and-red lace dresses, and a top and skirt that will also launch this month. The average price is 120 pounds, or $150.During London Fashion Week, the company plans to showcase its new footwear collaboration with Shrimps, the collection known for its colored, patterned faux-fur coats. “We’ve brought the colorful furs into play with some of our existing shoes,” he said, adding there are two styles and two colorways.In April, the company will launch a capsule with Net-a-porter.com with 12 styles, including dresses, tops and skirts. Ganni and Net developed the print together with a “stop and smell the roses” theme. The average price is 290 pounds, or $363.The Net collaboration will land the same month as a Shopbop exclusive, which features mainly classic styles in exclusive navy or blue color ways. The Shopbop collection features dresses, shirts, a skirt and a biker jacket done in lamb leather.

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