If there's one fashion category that seems to be getting a big push right now, it's contemporary. While high-end labels have for years been launching diffusion lines that sit above the high street and below designer in terms of price point, some emerging labels are now focusing on creating product that sells within that range right off the bat. The British Fashion Council has even created a program to help brands reach their full potential in that category.
There are a ton of examples of U.S. contemporary brands that have found success in recent years -- Theory, Vince, Kate Spade and Tory Burch among them -- and while contemporary brands certainly exist overseas, only a few have successfully expanded into the U.S. (without the help of a huge parent company like H&M or Fast Retailing, at least). Some examples include Maje, Sandro, Joie, Won Hundred and Acne.
Next up, if things go according to plan, is Ganni. The Copenhagen-based brand, which won Brand of the Year at the Danish Elle Style Awards this year, has actually been around for quite some time. It launched in 2000 with tees and sweaters and has since expanded into a full-fledged contemporary line with ready-to-wear, shoes, lingerie and accessories. The clothes are playful and relevant, but still, largely, wardrobe staples you can wear from season to season. The silhouettes are cool, clean and utterly wearable. For fall, we are digging the brand's slinky tees, slouchy sweaters, boxy coats and drop-waist dresses -- most of which will set you back less than $300.
Creative director Ditte Reffstrup describes spring 2015's vibe as "preppy, classic but playful and totally flawless,” citing Studio 54-era Jerry Hall, Vanity Fair Oscars parties and Hamptons tennis matches as points of inspiration. The collection, the brand's largest yet, was shown, awesomely, at an actual tennis court during Copenhagen Fashion Week on Tuesday.
Ganni operates 14 stores across Denmark, Germany and Norway and is currently pushing a launch into the U.S. for spring 2015, and has recently secured U.S. representation for sales, marketing and PR to do so. But for now (and this fall), check ASOS and Need Supply to snatch up its stuff.