Hygge, pronounced hoo-guh, was one of 2017’s most overused buzzwords. It’s a Danish term that has no direct English translation. Though the Oxford Dictionary was quick to adopt the word, defining hygge as “a quality of cosiness and comfortable conviviality that engenders a feeling of contentment or well-being.” Following that, books were written, homeware was influenced, and fashion, of course, was inspired. The word hygge was practically exhausted of its meaning.
Enter, Copenhagen label Ganni and its newly launched denim line. Creative director Ditte Reffstrup is an alumnus of Acne Studios, the Swedish brand that’s possibly the world’s best denim-maker. Combine her denim know-how and the cool factor of Ganni, and they’re bound to hit cult status.
Ganni is no newcomer to the fashion scene. Browse through the list of Instagram accounts that true-blue fashion girls in Copenhagen follow, and you’ll always find @ganni in there. International It-girls are catching up on the label’s distinct Scandi-feminine designs, too. What was once a knitwear brand has blossomed into a multimillion-dollar label with 22 standalone stores dotted around Scandinavia, with a slot on Net-a-Porter’s designer roster to boot.
Back to hygge. For Ganni’s denim debut, Reffstrup teamed up with the creatives behind Magniberg, a Swedish design company known for their well-designed bedwear that doesn’t slack on plush comfort.
“We have been wanting to do denim for quite some time, but we respect how much of a science it is,” says Reffstrup. “So when the denim geniuses from Magniberg proposed a collaboration through a friend we jumped at the opportunity to do denim the ‘Ganni way’.”
Together, they forged a 10-piece denim collection which was fused into Ganni’s Spring 2018 show at Copenhagen Fashion Week. The brilliant mix saw exaggerated forms through oversized cropped denim jackets, paint-splattered midi skirts, and low-slung giant-legged jeans. These were rendered in colourblock-apt shades of off-white, faded millennial pink, and Gen Z yellow.
If hygge was synonymous with the warmth of a fireplace or the tactile softness of cashmere sweaters, Ganni’s denim challenged its winter-centric notion, offering generous room and louche hugs which provide comfort beyond cold climate standards. It’s hygge redefined for cool girls the world over.
(All images: Ana Kraš)