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Style, innovation & equality

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Hope Autumn/Winter 2018 show at Hope HQ in Stockholm

"I’ve never thought of clothes as something male or female." Last Friday, fashion label Hope's Creative Director Frida Bard was awarded "Designer of the year" by Swedish Elle and she explains for us about the new collection, her gender-neutral vision, and the brand's double size labeling.

Photography Mathias Nordgren

Frida, how would you describe Hope as a brand?

– As a socially conscious brand based on two wardrobe cornerstones: tailoring and utility.

You work actively with a unisex mind in your collections, can you describe it?

– I’ve never thought of clothes as something male or female – style doesn’t have a gender and should be available for everyone. The most evident way through which our gender-neutral vision is seen is by our double size labeling. Since spring 2017, all Hope clothing is marked with both men’s and women’s sizing. More than anything, this is a way for us to encourage individuality and dressing for oneself, without being locked to old-time ‘rules’. (And also why we show both male and female models at the slideshow here to the left, editor's note.)

Tell us about the AW18 collection!

– It pays tribute to what we call a "lost way of dressing" and a time when a lot of focus was put on individual pieces in your wardrobe. We’ve worked a lot with strong wardrobe pieces such as the car coat, short bowling jacket, and blazer, merged with a disrespectful way of mixing, not caring about old conventional styling rules.

You showed your collections in Paris during Fashion Week a few seasons ago but is back in Stockholm. Why is that?

– Yes, we did a show in Paris because it felt right for the brand at that particular time., More than Stockholm being our hometown, we enjoy inviting people into our "home" by showing the collections at our head office, where our recent presentations have been held. It’s a great way of introducing the new collection at the place where it was born and developed.

What’s the most important thing for Hope coming in 2018?

– That we’ll continue to explore and challenge conventional norms within fashion.