Despite our steely resolve not to impulse buy any more Summer fashion for ill-fated holidays cancelled by the coronavirus, Ganni has come forward with a late contender to steal our hearts. The Scandi fashion favourite has partnered with Matchesfashion.com on a “Summer Love” capsule chock full of joyous separates in playful prints.
The 13-piece mood-boosting edit taps into the rising trend for short-sleeved shirts and shorts which look like cute pyjama sets (see Gigi Hadid for further details). Although this nightwear as daywear trend is almost certainly inspired by our unwillingness to wave goodbye to loungewear despite lockdown restrictions lifting, Ganni’s hot take is anything but snoozy. The label, which majors in effortlessly offbeat fashion, has revived a past favourite wild horses print and thrown in a new peppy floral motif inspired by Baz Luhrmann’s Romeo + Juliet for good measure.
The standout two-piece is the sky-blue set peppered with galloping ponies, which Ganni creative director Ditte Reffstrup describes as giving “that freewheeling feeling of summer – even if we aren’t going anywhere yet.” Don’t forget your matching bucket hat to amp up the adventuring vibe.
“Shorts and shirts sets are a great alternative to a dress,” Suzanne Pendlebury, head of womens wear buying at Matchesfashion.com, tells British Vogue. “They are perfect for that more relaxed way of dressing as they are great for summer staycations and picnics in the park.”
On why Ganni was the perfect partner for a late summer collab (before its customers start thinking about buying winter coats), Pendlebury explains, “Scandi style is so effortless, something which is always key when we think of our customers. It never looks like you have tried too hard as it comes together so easily. With the recent change in how we are working and living, the style has never been more relevant.”
Does the Matchesfashion.com customer identify with #GanniGirls, such as those featured here? “The Ganni girl encapsulates someone confident in herself, with a love of life and who has fun with fashion,” says Pendlebury. “She has a strong sense of her own style and this always shines through which I think is very appealing.”
It’s certainly an attractive enough proposition to buy another Ganni dress, or perhaps a shorts set, which could well become the “dress of summer 2020”.