Sorry, Paris and New York, but Copenhagen is where it's at right now. It has the coolest It girls, the most enviable street style and, of course, the most lust-worthy brands. Ganni is surely one of the best-known offerings, with its quirky-cool aesthetic and ability to spark a trend like no other. This season, the brand hit the big-time with a certain ruffled-collar blouse, which went viral on Instagram and quickly inspired countless high-street iterations.
Who What Wear
Riding the wave of the prairie-dress trend, this whimsical style packs plenty of Victorian-school mistress vibes (in the best way possible). Fashion editors have loved styling theirs with jeans and knitwear, and it's the sort of thing that looks so good under a cardigan with the collar showing. Essentially, we recommend treating it in the same way you would a classic white shirt. You really can make it as statement or pared-back as you want.
When I posted a photo of myself in an ASOS iteration that I bought in the sale, I received so many DMs asking where it was from. Sadly, it's almost sold out, but I've hunted down similar styles below. From Arket and Zara to the Ganni original, scroll down to see how the fashion crowd's wearing the trend and shop my edit.