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.
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Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.
Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).
Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at MoneySavingExpert.com, sourcing the best deals for everything from restaurants to designer sales.
However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.
Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.
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