Guldknappen Nominee

We’re proud to be nominated for this year’s prestigious Guldknappen Award as presented by Damernas Värld, with the nomination:

"For HOPE, the focus lies on creating high-quality fashion that elevates each individual style. The brand is driven by a vision to show respect for one’s clothing, mixing contrasts and a disrespect against conventional codes. HOPE’s gender neutral collections where all pieces are marked with both men’s and women’s sizes, are clear statements in trying to create an inclusive world of fashion."

Designer of the year Nominee – Habit Modegalan

We’re happy to be one of three nominees in the category Designer of the Year at this year’s Habit Modegalan with the nomination:

"Season neutral and gender neutral. Head of Design Frida Bard knows how to create a relevant change in the fashion business. The brand has gone through an update that has raised the fashion level without losing its’ original identity. The result includes must-have prints and exciting cuts."


At HOPE, we believe in the strength of diversity. We are therefore proud to introduce a new image series inspired by and portraying the diversity of Sweden. All of the images were taken at our office during an open photo shoot earlier this summer. Anyone who wanted to join in could pass by our office during one day and have their portrait taken.

A short comment from our CEO, Åsa Sånemyr:
"For us, it’s important to use our platforms to bring light to the values we believe in. We want to work for a Sweden (and world) built on openness and equality and hope that these images both will start a dialogue about the strength in diversity and encourage people to use their voice(s) and vote for humanity."

Our new campaign can be seen live in our shops in Stockholm and Gothenburg.

Let’s work together for a future driven by openness, equality and democracy.

#hopechanges #makesomenoise #votefordiversity

Love, Team HOPE

HOPE - News

Designer of the Year – Twice!

Since taking over the helm at HOPE as Head of Design in 2016, Frida Bard has introduced new silhouettes and shapes into the brand’s DNA while continuing to build on the very foundation of our design - taioring and utility. We are proud that this vision has resulted in two prestigious awards lately, by Swedish magazines Café and ELLE.

Designer of the Year by ELLE Sweden

In January, Frida was awarded the prestigious Designer of the Year at the annual ELLE Gala in Stockholm with the motivation: 

"New energy and new, border-crossing visions! With a light and confident hand, she has within a short time, managed to re-energize a signature Swedish brand and lift it to unexpected levels – while also challenging conventions and widening our shopping views. Designer of the Year is Frida Bard for HOPE."

Designer of the Year by Café Magazine 

In November 2017, Frida and her design team, accepted the title as Designer of the Year by Café Magazine with the below motivation. To celebrate the award, we asked Frida and menswear designer Bengt Thornefors to answer a few questions about their design work – read the full interview here.

"With great skills and instinctive feel, designer Frida Bard has relaunched HOPE and managed to catch the current in a modern and progressive look. The Autumn/Winter collection builds on contrast in materials, silhouette and style. All pieces are marked with sizes for both men and women as a way to encourage customers to free themselves from conventional gender roles. Thanks to this, it’s also easy to find items that fit. Everyone is included in HOPE’s journey towards the future."

HOPE - Café              HOPE - ELLE


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