Swedish fashion brand Hope has set out to challenge stereotypical fashion design with their new capsule collection ”Changes”. Fronted by artist Arvida Byström and performance artist and dancer Casper-Malte Jörgensen; the idea behind the collection is to create fashion for the individual, regardless of gender identity. The collection is a part of a greater initiative within the company; one that aims to challenge conventions and create fashion that primarily focuses on the individual.
For the first time ever, Swedish fashion brand Hope is launching a collection that’s created for the individual regardless of gender identity. The new collection is called “Changes” and manifests Hope’s liberation from expectations that often exists in fashion and that goes beyond what’s typically male and female. The collection also marks Hope’s aim to continuously mirror movements in society and individual expression.
”For some time now, there has been a revolution in the concept of gender identity which has raised thoughts about what gender means to us at Hope. For me as a designer it has been obvious for a long time that my design has to fit all types of bodies and individuals. With Changes, we wanted to express that we stand behind this and that we celebrate a new point of view on gender identity within fashion”, says Frida Bard, Head of Design at Hope.
The collection consists of 18 garments in a eclectic mix of both archetypes and wardrobe classics made out of floral patterns, paisley, velvet and leopard. As a part of the collection there will be a print with the word “Changes” - a manifestation of the ongoing change and development of attitudes, which are seen in society today.
Each garment from the new collection is marked with traditional sizes for both men and women, which makes it easier to find your size. Changes marks a first step of what’s to come from the Swedish fashion brand, that has embarked on a journey which aims to challenge existing conventions in fashion and highlight the individual.
Artist Arvida Byström, performance artist and dancer Casper-Malte Jörgensen, designer Yunus Rosenzweig, designer and artist Martina Enevold and model Martin Bohlin front the campaign.
The collection will hit stores 21 September.