All the grand plans came to a grinding halt last March, with the onset of the pandemic. As socialising and dressing up ceased, one of the first things they did was cut down the collection by half. ‘It was like finishing a 300-page book, and then suddenly you need to cut half the pages, but still tell the same story,’ Ditte says. ‘It was difficult, but it was also like a good house clean. If you can tell the same story with fewer pages, it’s stronger, more powerful.’
She seems relieved that good times are (cautiously) back. At every level of the retail-scape, brands are preparing for a wave of demand for party dresses. The Reffstrups love a party, so it’s no surprise that one of the main sections of Ganni: Gimme More, their new book, is a collage of photographs from past house parties.
The rules of successful party hosting are simple, Ditte says: ‘You need a good DJ. Someone who can play hits, someone who’s playing for the crowd, not themselves. That is number one. And then, if you’re the host, you need to open the dance floor – take off your shoes and go for it. And if you’re serving food, it should be a little bit laid-back, nothing be too ambitious or too posh.’
But what’s a party girl to wear? Ditte peers through the screen towards me, assessing. ‘Are you up for short or long? Short? Then you should wear our short denim dress. It’s so cute and fun, but also casual because it’s denim. And you can still dance.’ All the way to the Ganni store, no doubt.
