In perhaps the most exciting news you’ll read all day (only a slight exaggeration mind you), Danish fashion brand GANNI has opened its first flagship store in London, and it’s a dream come true.
Located at 36 Beak Street in Soho, the store marks the first time customers can have the full GANNI experience, rather than just buying online. As you’ll see from the pictures, the shop reflects the brand’s eclectic and colourful style, and you can shop all the latest collections, including that editor-approved dress.
There will also be three exclusive UK styles that you can only buy there.
GANNI hasn’t forgotten its ethical DNA with the new store either. Everything has been designed with carefully selected sustainable elements, from the display podiums crafted from recycled plastic waste to trays made from pressed fabrics. GANNI’s new garment take back scheme will also be part of the new store, to make circular fashion a little bit easier.
You will be able to drop off all kinds of unwanted clothing and shoes from any brand, in whatever condition to the boxes in-store, and as a thank you, GANNI will donate any take back textile profits back to I:CO circularity research projects.
GANNI’s creative director Ditte Reffstrup says, ‘Opening a GANNI store in London is a dream come true, it’s a city that has always had my heart – I’ve been coming to the city for inspiration since I was a teenager. It was my first big city experience, coming from a small town in Northern Denmark, my whole world cracked open. There’s nothing like people-watching in London and I’ve always been in love with the Britpop culture. It’s always been our mission to create a Copenhagen-based brand with global ambi- tions and share our Scandi 2.0 sense of style with the world. Now with GANNI Beak Street, it feels like it’s all starting to happen.’
The brand is also planning on opening stores in New York and Los Angeles. In the meantime though, I’ll be trying on the below in store. See you there.
Shop now: GANNI Floral-print linen and silk-blend midi dress for £410 from Net-A-Porter
Shop now: GANNI Floral-print metallic silk-blend maxi dress for £320 from Net-A-Porter
Shop now: GANNI Shirred checked cotton-poplin top for £210 from Net-A-Porter
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