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Ganni Brings the Party to L.A. – WWD
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“This is late for L.A.,” stated stylist Kate Foley, considered one of a handful of hosts Copenhagen-cool up to date model Ganni enlisted to assist have a good time its arrival in the U.S. with a 1,800-square-foot retailer on Melrose Avenue and a 1,600-square-foot retailer in New York’s SoHo.

The affair began at 9 p.m. on Thursday and went into the early morning at Los Feliz’s  Dresden Restaurant & Lounge.

“What I love about L.A. is there’s so many places like this that have so much history,” continued Foley, who just lately relocated from New York. “Super old-school.”

Guests sipped on soiled martinis and snacked on fried calamari and shrimp cocktails inside the kitschy and beloved restaurant, a landmark that dates again to 1954 and was featured in the 1996 cult basic “Swingers.”

“It’s perfect for us,” stated designer Ditte Reffstrup, who created Ganni with husband Nicolaj. It suits the vibe of Ganni, she added, as she made her method by way of the crowd, which included Miles Gerber, Luka Sabbat, Salem Mitchell, Devon Lee Carlson, Sydney Carlson, Alana Hadid and cohosts Ganna Bogdan, Juliette Labelle and Richie Shazam, donning items from the label.

“They are such a beautiful, dynamic brand that’s encompassing of femininity, of persons within the feminine spectrum,” stated mannequin and artist Shazam. “I’m really obsessed with their politics on sustainability, how they connect people from all walks of life.”

“I’m born and raised in New York and now I’m in L.A.,” Shazam continued. “It’s so great to connect with my other creative fellows here. The beauty of being in Los Angeles is space. There’s so much space for creativity and to expand and explore avenues. You can wear different hats and uncover different facets of your identity in this landscape. And it’s such an international scene. It’s a great space to work and has such a deep history of creativity. For brands, it’s vital to be in Los Angeles.”

Musical duo Elayne and Marty Roberts, who’ve been performing their lounge act at the restaurant for nearly 4 a long time, kicked off the night time with a jazz efficiency, earlier than Lykke Li took the stage to sing hits like “I Follow Rivers.” The night time then become a dance occasion as DJs performed classics by Madonna and Blur.

The occasion capped off a cross-country Airstream tour for the accessible-chic model that’s been worn by Kendall and Kylie Jenner, Beyoncé and a ton extra celebs, which popped up in Dolly Parton’s Dollywood, Nashville, Dallas, Austin and different cities, after opening the first Ganni retailer in New York City.

“We knew we wanted to do the U.S. For a while, we’ve been seeing our wholesale clients here doing extremely well online and in physical stores. It just made sense,” stated Nicolaj earlier in the day throughout a tour of the L.A. retailer, which is subsequent to Palace streetwear and down the avenue from Acne Studios.

The cheery inside makes use of a whole lot of sustainable supplies, and borrows design parts from the designers’ dwelling, with Klint lighting fixtures, recycled poured plastic shows and rugs made out of deadstock Ganni materials. Photographs of the Danish capital taken by Serbian photographer Ana Kraš cowl the partitions. So far, the model has not made a foray into dwelling design and equipment, however you by no means know, Ditte stated. “Maybe someday!”

The L.A. retailer incorporates a particular capsule assortment, together with an upcycled leather-based patchwork jacket and a emblem T-shirt with the longitude and latitude of the Melrose location.

The model has been on an upward trajectory in current months, with 80 million euro in international gross sales, and the designers are feeling bullish about retail development, seeing potential for 20 to 25 Ganni shops in the coming years. Said Nicolaj, “Our biggest challenge is growing the business without diluting the brand.”

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