With a passion for product, a classic training in garment construction and 13 years at Acne Studios, Frida Bard joins HOPE as our new head of design. To get to know her better; we asked a few questions about the changes and visions she has for us.
What will be different with you at helm of the design?
Just like my predecessors, I love working with iconic garments — both from the world of tailoring and utility. It´s important to consider of the unique values a garment adds. How it feels when you put it on and what purpose it has in a wardrobe. Since getting dressed is one of our first acts of expressing ourselves in the morning it´s my goal to create favourites, new classics and garments that will give energy and strength. With this foundation I can continue to develop the DNA of the brand and add more playful elements.
What visions do you have for the future of HOPE?
I want us to become a leading and inspiring force within fashion; one that challenges norms and at the same time continues to deliver the best everyday garments to customers all over the world.
Speaking of favourites, which is the most used garment in your own wardrobe?
A piece I always fall back on is the shirt. It works for any occasion and can be worn in so many ways depending on my mood. Different forms of blazers also carry on strong every season.
Starting S/S17 HOPE is introducing a new sizing system marking each garment with both men’s and women’s sizes. Why? We wanted to make it easy and give more choices for our customers — without regard to genders. Inspiring people to view fashion and clothing in a way that isn’t limited by gender norms is an important aspect of our work. The classic separation of menswear and womenswear has to be challenged.
Frida Bard - Head of Design