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With HOPE now focusing on a large global expansion, Copenhagen is the ultimate show platform

Head of Design Frida Bard about ”Scandi fashion” being an obsolete phenomenon and why the timing is perfect for showing in the Danish capital.

Words: Olivia Palmqvist

HOPE was founded 2001 in Stockholm and has ever since embracing the individual style with a genderless approach by labelling all garments in both men’s and women’s sizes. Frida Bard, the Head of Design since 2016, continues to develop the DNA of the brand. The SS20 collection has a clear focus on textures and contrasts, which always is embedded in the brand’s aesthetic. Offering creased silk, see-through satin close to heavy linen, jacquards, caftans, and juxtaposed materials to create contrasts. Long coats and double-breasted blazers are styled with wide trousers.

For the SS20 presentation, their first one in Copenhagen, HOPE captured the sensual and spiritual mood through an interactive installation. Models were wandering through a light industrial space with neon wall projections and textile installations inside the Axel Towers.

Why do you show your collection at Copenhagen Fashion Week?

— We’ve followed how the week has grown into an important platform on the international fashion calendar through its seamless merge of sales and press, says Frida Bard. With HOPE focusing on a large global expansion right now, showing in Copenhagen at this moment felt like perfect timing. Alongside this, Denmark has been an important market to HOPE since the very beginning.   Stockholm Fashion Week is down this year, what are your thoughts about that?

— I think it will bring something stronger along once fashion week returns which I’m sure it will do, but perhaps in a different format. There’s not just one recipe for fashion week and change is always good.   How well do you think Copenhagen Fashion Week represents Scandinavian fashion internationally?

— While there’s a general view of Scandinavian fashion being minimal, I don’t think there’s such a thing as ”Scandi fashion” any longer. Looking at brands throughout Scandinavia, we’re very different from each other; some being very bold and others very minimal. What I do think connects many of the brands are a high awareness of our responsibility as fashion companies and an aim to build an inclusive and sustainable production chain, reaching from the very core of the brand to suppliers, factories and the end product.    Do you think the absence of Stockholm Fashion Week conduces a stronger spotlight to Copenhagen?

— Yes and no — I think having several strong fashion weeks in Scandinavia is great, but in the end it’s about the timing and content of the weeks. There are also some Norwegian brands joining Copenhagen this season so I’m excited to see what comes out of this merge.   What do you think about the future of Scandinavian fashion and fashion weeks?

— That it will continue to grow. While I don’t think there’s such a thing as ”Scandi fashion” in terms of aesthetic, we have a reputation of making great quality clothing — and that is always of interest. This, in combination with the focus on sustainability, both with fashion week and the summit in Copenhagen, adds relevance. Becoming more sustainable together is the most urgent development of the whole industry.