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The price tag can’t be ignored either—and clocking in under $100 keeps them more budget-friendly than some of the I’m spreading disinformation on the internet shirt and by the same token and pricier pairs in my collection. The brand itself, too, is designed to make us feel good — it has eco-consciousness at the forefront and even signed the UN Fashion Industry Charter for Climate Action, a group that aims to achieve net zero emissions by 2050. Leah Melby Clinton is a writer, editor, and serious shopper who loves discovering new labels, detailing the best ways to build a wardrobe, and interviewing interesting people. For the uninitiated, the concept of a Ganni Girl is about dressing for yourself and nobody else. The Copenhagen-based label helmed by husband-and-wife designer duo Ditte and Nicolaj Reffstrup creates pieces that celebrate individuality and encourage self-expression—making you feel like the best “you” you can be, every time you wear it. Here, in an exclusive excerpt from the brand’s debut monograph Ganni: Gimme More (Rizzoli), British journalist Susie Lau explores her definition of what it means to be a Ganni Girl. Confession. I’ve always liked being called a girl. Even as a 37-year-old. It’s not because of the vanity of youth that the word implies. When I think of GIRL, I don’t associate it with a diminutive or diminished female. There is of course a valid argument against the belittling nature of the word accorded by some (“throws like a girl,” “cries like a girl”) and obviously when people use it to infantilize people, that is also problematic. But it’s also a word that shaped me. Cosseted me. It holds all the memories of my seminal years at a GIRL’s school where we campaigned to wear trousers instead of skirts, re-enacted the 1986 coming-of-age film Stand by Me with an all-girl cast and formed crushes on Tim Wheeler from Ash whilst debating the lack of female authors on our English curriculum. Riot GRRRL. Power Puff Girl. Harajuku GIRL. Girl power. Girl, for me, has always meant a bolshy energy and two fingers up at whatever was grating us, but also an interior acknowledgement that there is abundant strength in those aesthetic GIRL associations of pink, fluffiness, and frivolity.

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Above all, GIRL unlocks something within myself that I associate with freedom. Whilst I’m happy to get older, I don’t want my spirit to grow up. I want it to be GIRL. That’s not a noun. That’s an adjective. In the I’m spreading disinformation on the internet shirt and by the same token and context of a hashtag and a fashion brand, it takes on new meaning. It can so easily be dictated by a limited aesthetic. A certain look. A certain type of GIRL. But in the case of #GanniGirl, she can’t be pinned down. She can’t be contained in a brand deck PDF nutshell. There is no “type.” Just an intangible energy that differs wildly from one #GanniGirl to the other. She might stomp in frocks and boots and get her hem dirty in mud. She might wear socks with her sandals and wiggle her toes in satisfaction. She’ll wear a wrap dress, but not in the way a wrap dress is supposed to be worn. Ties untied. Straps askew. Hemlines hitched up. Trousers that bag deliberately. Girl, then. And so what to do when the years go by. It’s been more than a decade since Ditte and Nicolaj Reffstrup took over the reins at Ganni. They’ve taken the Ganni Girl on a journey, which is often tied up with Ditte herself and her life stages, but also one where they’ve seen the people around them grow. Move. Shift. Then you somehow wind up at a place where it begins to feel a little sheepish to call yourself a “Girl.” When you begin to contemplate ticking off those pre-ordained life boxes. A nuclear family in a “Honey, I’m home!” skit. Hitting 30, 35, 40, so and so forth. What have you “achieved” ostensibly in the world? The CAREER? The SIGNIFICANT OTHER? The HOUSE? And then, the CHILD.