It’s 2015. Kate Bosworth and Helena Christensen have turned up at an event wearing the same jacket by the Danish fashion label Ganni. Bosworth shared the picture on social media and captioned it #GanniGirls. It gave birth to the hashtag that’s appeared in over 100,000 Instagram posts and has been embraced by the brand as the name for its growing global community. It’s an origin story that reflects the brand’s tendency to celebrate its audience.

“I think a lot of brands say they have community, and it’s such an overused word now, but Ganni has really built a fanbase over the past ten years. We have such a loyal group of people who’ve been with us the whole time,” says Priya Matadeen, Ganni’s chief brand officer, who came from the agency world before working with fashion and culture media titles including i-D and Dazed.

She believes her background in publishing not only kept her at one with culture, it also taught her the importance of listening to your audience and making choices based on that. “I always felt it was important for it to come from that rather than a boardroom down, if that makes sense.”