Scandi and London Girls Agree—This Is Still the Best Brand for Cute Dresses

I've never met a Ganni dress I didn't like. Despite having launched in 2009, it wasn't until 2016 that Ganni became ubiquitous among the fashion crowd thanks to Creative Director Ditte Reffstrup's ability to showcase a new, more modern Scandi style. For years now, fashion girls have been hooked on the pieces that are directional but not too out there, the Who What Wear team included. Initially, when the label caught the eye of the industry, you couldn't move for the Cherry Bomb and Space Cowboy tees seen on every other street styler. Then came the ballon-sleeve jumpers in bright colours that remain popular today.

Style Notes: Ganni florals are never frumpy and are always cool. 

But I truly believe the item that has real lasting power is a Ganni dress. The beauty about these pieces is that they could have been created five years ago and still appear on-trend today. I have a few theories about why this is the case. Firstly, the contemporary brand has stuck to the stuff it knows best. While it dips its toes into newer styles or prints here and there, on the whole, you can rely on it to give you similar style pieces over and over, with a few tweaks for the season. Second, it's tapped into what women really want—clothes that are comfortable but look cool. All of this has led the brand to create cult sellout dress after cult sellout dress. 

Early fans of the brand's dresses will remember it started offering prairie-style frocks way before cottage-core became a thing. There have also been sheer embellished party dresses and easy shirt dresses. Satin dresses with ruffles have been another cornerstone of its frock repertoire. And perhaps the most recognisable Ganni dresses are those that come in florals or leopard print. 

Style Notes: Ganni might be very good at doing day dresses, but here's proof that the brand does a great evening look, too, with this zebra-print body-con frock. 

Style Notes: If you're looking for tips on how to style a Ganni dress, look no further than Hodan. 

For 2023, it's clear the brand's now-global influence isn't slowing down, and their dresses continue to appear in the most stylish wardrobes the world over (albeit most commonly on the streets of Scandinavia and London). The most recent Ganni show at Copenhagen Fashion Week was only a couple of weeks ago, and it's still one of the hottest tickets in town. While the designs felt altogether more refined for the year ahead—the butterfly-themed show also featured sequins and colour, so will undoubtedly still feed those anti-minimalists (and probably a lot of Gen Z) who crave more personality and fun in their wardrobes. 

Style Notes: Ganni's AW23 Collection included a lot more knit dresses. 

Keep scrolling and you can shop the best 'easy-to-throw-on-and-instantly-look-good' Ganni dresses for 2023, including plenty we predict will garner cult status. And good news, most Ganni dresses are available up to a size UK24 now too, and you'll find notes on each dress's page about their sustainablity credentials. 

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Next up, Spring/Summer 2023 Fashion Trends: 21 Expert-Approved Looks You Need to See.