Including me. I don't know if it's because I spent my formative fashion years jazzing up a strict school uniform that now I cannot get enough of crisp white cotton shirts, blouses and dresses. Ganni have been on my radar for about 10 years. I love simple design and luxury textiles which pretty much sums up the brand’s sensibility.

When I think of Ganni I immediately think of white, shirts, dresses, mini dresses, maxi dresses, way better quality than the gap and way more feminine and expensive.

Interestingly I feel attached to the brand, I’ve bought in. I love the style and vibe. I always look at the concessions in Selfridges when I am in there, unfortunately retail it’s too expensive for me but I have just invested in a piece £97.50 half price in the Ganni sale.

I am excited for it to come and see if it lives up to my expectation.

The brand’s meteoric rise didn’t happen over night. The brand stuck to it’s guns taking inspiration from the streets of Copenhagen where girls ride bikes in sneakers and keep their heels in baskets until they arrive at their destination.

#Gannigirls captured a sense of real freedom pairing floaty wedding guest worthy dresses with a pair of kicks.

In January 2015 Vogue featured Ganni’s fall collection as part of Copenhagen’s fashion week exposure which gave them a boost. Celebrities like Beyoncé and Gigi Hadid were already being spotted in their favorite pieces.

And then I remember not long after that super model Helena Christensen gave Ganni a plug, sharing a pic of with actress Kate Bosworth, using hashtag "#GanniGirls" referencing their cute and flimsy outfits.

I said meteoric, in the 8 short years that followed the hashtag had been used over 100,000 times.