Danish label Ganni has certainly had its time in the social media spotlight over the past couple of years. It’s been almost impossible to avoid seeing one of its in-demand Seersucker checked midi dresses on Instagram at some point. So imagine our excitement when we heard that there was a new Ganni collection coming. Inspired by the joy of being outdoors, Let’s Go Outside by Ganni is a 30-piece capsule collection exclusive to Selfridges.
‘If this past year has taught us anything, it’s all about staying grounded and reconnecting with friends in nature,’ says Ditte Reffstrup, Ganni’s creative director. Taking inspiration from ‘past summers’ and ‘wild camping in the North of Denmark’, the new collection has Scandi-cool written all over it.
The classic Ganni checked prints and structured blouses have been adapted for an outdoorsy feel, using an earthy colour palette of greens, blues and pale pinks that were inspired by the ‘sun, sea and forest’. What’s more, every one of the 30 pieces is made using organic and recycled materials.
‘With these pieces, we wanted to explore the great outdoors and that feeling of being free,’ Ditte Reffstrup added.
It makes sense that Ganni chose to stock the collection exclusively at Selfridges, due to its eco-conscious stance. Selfridges recently launched a Project Earth initiative, which aims to have ‘changed the way people shop by 2025’. Ganni set its own eco goals in 2020 when it launched Ganni Gameplan, a set of 44 earth-first goals that it hopes to reach by 2023.
Alongside the clothes, you can find water bottles, tote bags, a lunch box, a bum bag, a picnic blanket and more. They display illustrations and positive messages like ‘have a nice day’ and ‘please recycle’ to further their eco-friendly aims.
Prices for the new collection start from just £25 and go up to £205, so there’s something for everyone, whatever your budget.
The Let’s Go Outside collection is available exclusively at selected Ganni stores and in Selfridges. A pop-up Ganni store will arrive in the Oxford Street Selfridges store from 19 July to 16 August, within Selfridges’ very own incoming Garden Centre.
Without further ado, here are some of our favourite pieces from the new earth-first Ganni collection…
Shop Ganni’s Let’s Go Outside collection:
Shop the full Let’s Go Outside Ganni collection here.