The Cool Scandi Brand Fashion People Are Buying Their New It Bags From

Sponsor Content Created With Ganni

Fashion people have been infatuated with the playful, directional feel of Scandi brand GANNI ever since it burst onto the scene. The brand creates pieces that stand out but retain their relevance years after they're released. This is thanks to the balance of sleek designs that never date and a light-hearted exploration of colour and pattern. You only need to look around to see that GANNI's most loved styles, from iconic dresses to collared shirts to knit vests, have held their own despite moving trends. Right now, the brand's accessories have my full attention—most notably the Bou Bag.


(Image credit: Courtesy of GANNI)

The Bou Bag exemplifies the brand itself: playful, exquisitely designed and easy to integrate into your wardrobe. Melding Italian craftsmanship and a playful shape inspired by the Copenhagen way of life, this versatile bag is set to be the ultimate companion that can move seamlessly with you from day to night. The silhouette adds to the versatile nature of the bag, whose sculptural hexagonal shape with sleek hand-braided straps lends itself to all occasions. Plus, the detachable strap allows you to tote it around or wear crossbody for hands-free ease.


(Image credit: Courtesy of GANNI)

The Bou Bag comes in nine variations, with a range of colours to suit all personal styles. Eight of the designs are crafted from certified recycled leather whilst the black version comes in two iterations: one in recycled leather and the other in innovative Ohoskin, a luxury leather alternative made from the waste from orange and cacti farming. This is part of GANNI's commitment to phase out all virgin leather by the end of 2023, which it's already done with its ready-to-wear pieces. From the versatility to the sleek design, GANNI's Bou Bag is set to become yet another treasured It item.

Ready to explore GANNI's Bou Bag? Let's go.



Next Up: The Autumn/Winter 2023 Fashion Trends That Really Matter

Florrie Alexander
Acting Affiliates Editor

Florrie embarked on her fashion journey while studying French and History at university. Whilst studying in Aix-en-Provence, she began to write her dissertation on the history of fashion and the influence of Haute Couture, and landed her first role at Harper’s Bazaar. Following this, she interned for various publications including Elle, Grazia and Marie Claire before joining the fashion team at Conde Nast Traveller. There, she contributed to international photoshoots, styled pages and covers, and produced engaging digital content.

During a freelance period, Florrie honed her skills in editorial work in various digital and print publications including Vogue Italy and Departures magazine, as well as styling e-commerce photoshoots and personal shopping. Florrie actively pursues an in-depth understanding of fashion and jewellery, and after styling a jewellery cover shoot at Conde Nast Traveller chose to complete the De Beers Diamond Foundation course. Florrie first joined Who What Wear UK as a freelancer before becoming the Commerce Writer, blending both editorial and commercial content. Now, as the Acting Affiliates Editor, she monitors current trends, new-in styles, wardrobe heroes and how best to style them. In her downtime, Florrie can be found in her hometown of London, usually with a coffee in hand.