While holed up in Ganni HQ in the winter of 2020, founder Ditte Reffstrup unpacked the mythos of Scandi style for me as her brand, which put Copenhagen Fashion Week on the map, turned 10. Brits were in awe of the growing #GanniGirl tribe’s “unexpected cocktail” of fashion, where dresses demanded boots, balaclavas came bejewelled, and collars looked clown-like. The Ganni girl grew up. With the backing of LVMH-linked private equity firm L Catterton and a senior leadership switch-up, Ganni swapped Copenhagen Fashion Week for the big leagues of Paris, as luxury Danish success story Cecilie Bahnsen had done before. What happened to the effortless cool of the Scandi girls that, not so long ago, usurped the French as fashion’s most moodboarded?