Your previous SS18 collection received great reviews. What’s it like to hear the audience’s opinion about a collection?
”It’s a strange feeling to hear someone’s view about something you’ve been working on for so long and hold very dear – and it’s always a relief when a collection is well-received.”

How would you describe the AW18 collection in terms of silhouettes, colours, material and styles?
”The silhouette is tighter compared to our Spring collection with more focus on the waist. Colour-wise we’ve used orange and light blue accents merged with our signature palette of grey, black and white.”

What inspired Hope for the AW18 collection?
”We’ve called the collection a tribute to a lost way of dressing as we’ve been looking back at a time when all of your clothes had a specific function in your wardrobe. I believe we’ve lost some of that long-term attitude today when everything moves so quickly; we need to take a step back and value our wardrobe choices better.”

Hope works with the idea of iconic garments. What are the most important staples that everyone should keep in their wardrobe?
”A white shirt and a good suit. If I’m not wearing a blazer, I’m usually in a shirt every day of the week.”

How would you describe a typical Hope style?
”A style that plays with both tailoring and utility wear, contrasts and layers.”

You focus on sustainability when it comes to Hope’s clothing. Do you think it’s possible to combine sustainability with the emerging trends of the fashion industry?
”We work long-term with our design, making slow developments and updates of our signature pieces. For our spring collection, we worked with a season-neutral approach to designing, a vision founded in that we – and many of those who wear HOPE – wear similar pieces throughout the year and prefer something long-lived rather than something trendy.”

During SS17 you choose make every garment in both men’s and women’s sizes. Why is it important for you to keep on challenging the distinction between womenswear and menswear?
”It’s essential for us to take part in the current discussions when gender-based norms are questioned on a daily basis. Moving away from traditional size-marking is just one change we can make to participate; it’s a way for us to encourage more people to step away from conventional rules and to dress entirely for themselves.”

What does Fashion Week Stockholm mean to you and for the Swedish fashion industry?
”I think Fashion Week Stockholm is a great context for Sweden-based brands to gather. It’s also exciting to see that Stockholm is getting more and more focus internationally as part of a globalisation of fashion. It’s no longer only the largest fashion cities such as Paris and Milan, that get coverage.”