Copenhagen-based Ganni is the brand you’re always spotting on Instagram – worn by your favourite influencers, or your most stylish friend. Redefining the meaning of Scandi-cool, Ganni has become known for its use of colour and print, including its alternative take on florals. There’s none of the high-end, minimal, androgynous aesthetic that’s traditionally associated with Scandinavian style. Instead, Ganni is all about effortless, laid-back dressing, with easy-to-wear pieces. Think trainers with floral dresses and tailoring with unexpected embellishments, all carefully priced to be attainable without compromising on quality. The brand deliberately keeps an element of scarcity to some best-selling pieces, and their mix-and-match approach means you can be confident you won’t be caught in exactly the same outfit as someone else. Ultimately Ganni is about finding pieces you love and wearing them season after season, regardless of trends. If that isn’t an iconic brand in the making, we don’t know what is.