Monthly Recommendation #GANNI

We are starting a Monthly Recommendation to introduce recommended brands selected by Forget-me-nots buyers. This month, we will focus on GANNI, a popular brand that has captivated fashionistas around the world.

GANNI was founded in Denmark in 2000 as a cashmere brand, and Ditte Reffstrup was appointed creative director in 2009. GANNI's iconic dresses feature pop colors, feminine details, and playful textiles, and the brand's popularity is rapidly increasing with each collection.

1.Bag | Banner Saddle Bag 2.Knit | Cotton Rope Knit Cardigan 3.Jeans | Print Denim High-Waisted Bootcut Jeans

Ditte refers to the 21FW COLLECTION as "Copenhagen homecoming."
Ditte's main inspiration and muse are the local girls of Copenhagen, and she was inspired by their free and cool style of wearing dresses with sneakers or boots and going out on bicycles. This season's designs express their freedom, especially given the current restrictions.

GANNI knit, cardigan, skirt and boots lined up

1.Knit | Glitter Knit 2.Cardigan | Wool Mix Knit Cardigan 3.Skirt | Lamb Leather Skirt 4.Boot | Calf Leather Mid Chelsea Boot

One of the reasons fmn recommends GANNI is their active engagement in sustainable practices, but GANNI officially states, "We are not a sustainable brand."
This shows their sincere acceptance of the fundamental contradiction between the current fashion industry, which is built on novelty and consumption, and the concept of sustainability. It also expresses their belief that it is their duty to make the most responsible choices for society and the environment within this context, and a strong will not to claim superficial sustainability.
GANNI has announced 44 goals in this initiative, including a goal to use only the most environmentally friendly options for all cotton, viscose, and polyester used in their products.
Of course, the 21FW items introduced here are also made from organic cotton, recycled wool, and recycled polyester, so as consumers, we can also participate in their efforts by choosing GANNI products.

1.Dress | Stretch Stripe Mini Dress 2.Blouse | Printed Cotton Poplin Blouse 3.Shirt | Stripe Cotton V-Neck Shirt

Compared to the rest of the world, Japanese consumers are still less environmentally conscious, and the term "sustainable" has only just begun to penetrate. However, GANNI advocates that "customers also need to make responsible choices," and girls around the world are responding to this.
Fashion has various powers, and I believe one of them is the power to connect young people around the world.
While it is very difficult to raise one's voice or change one's behavior regarding society and the environment alone, fmn hopes that by following GANNI, Japanese girls will connect with girls around the world and take their first step.