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Experts know it, Hope designs definitely have an edge, yet are also timeless. Both the fit and the quality are consistently fine. In fact, once you start wearing pieces by Hope, you’ll be hooked.

What’s more, since 2017 we may properly call Hope progressive, for have you noticed how all their recent pieces are labelled with both men’s and women’s sizes? ‘Style comes before gender’ is how Hope puts it on their own website, and we agree wholeheartedly.


New head of design Frida Bard, who was snatched away from the renowned label Acne Studios, has noticably put her stamp on Hope collections. She has thus far not been without success, for last year she was awarded the prestigious Swedish Elle’s Designer of the Year Award 2018.



Alright, and what does Hope have planned for us? Well, Frida Bard describes the collection as ‘season-neutral’, which means that you should be able to wear all the items throughout the year. The focus of the designs still remains individuality and personal strength but there is also room for the gender neutral aspect. Indeed, it is more than a label tag; the designs were inspired variations on unisex classics such as blouses and Tees, and many pieces clearly keep both him and her in mind. Besides these progressive innovations, almost every season revolves around the theme of oversized.


An emphasis on unisex and oversized does not equate to an absence of expressive design and pronounced form. On the contrary, there are coats and blazers with strong shoulders and the popular trousers Krissy and Law are also making their return. Moreover, the prints are intentionally ‘unexpected’, such as the ocean print which is inspired by a fusion of Japanese woodcarving and surreal prints from the ‘30s.


When it comes to T-shirts and blouses, we are happy to note that Hope remains consistent. They well understand the importance of quality basics. In short, then, the newest collection by Hope is gorgeous, eminently wearable, and timeless.