Hope Stockholm Fall 2017....Fashionweekly...On Fow24news.com

 Founded in 2001 by Ann Ringstrand and Stefan Söderberg, Hope is an established Swedish brand in the process of getting a makeover....
Frida Bard signed on as creative director about a year and a half ago, after working at Acne Studios for 13 years, and she sees Hope, once defined by utility and minimalism, as having “a little bit of a punk soul.” One of the ways she’s updating things is through a new way of labeling: Men’s and women’s sizes are indicated on every garment so that it’s easy for the customers to make their own choices. “For us at Hope,” Bard says, “what’s important is celebrating individuality. It’s really important that people can act and live as the people they actually think they are.

  With changes like these, Bard’s debut presentation at Stockholm Fashion Week was highly anticipated. Built around tailoring, it featured pinstripes and checks, unexpected proportions (the opening look layered a pantsuit over a midriff-cropped sweater), and a dark palette enlivened with neon. While not gender-bending, the womenswear had a definite tomboy vibe. Updated classics would be a good all-around description.

December 19, 2017