Swedish fashion brand HOPE chose this season no less a city than Paris for their display of fall fashions. The collection name is Playful and probably it is a playful fashion autumn, as we see from the 2010 Gold key winners. DV’s Sania Claus Demina took the opportunity to have a chat with Ann Call Beach talks about Hawaii the shirts, afron and HOPE’S brand new symbol. Ann Call Beach, tell us about the collection?
– The fashion industry can be very serious so I wanted this collection would be playful and therefore called the “Playful”. In my head, I saw a lot of circles so we developed fabrics and patterns with round shapes. We created a symbol to remind us that a dose of playfulness in life is necessary. The plan is to have the symbol of future collections of HOPE.
What is your favorite piece?
– Oh, it must be “the Maui blouse”, I could not get rid of the idea that Hawaii-shirt comes back. Sometimes you get that designer’s vision, about this, it’s going to be great. So I choose it, and even the dress of course.
How does it feel to show fall fashion in Paris?
“It’s fun! I think it mainly shows our ambition, our direction and what we want. It was fun to feel how it is to book models in Paris and prepare a presentation, although it was not a great show. But I would like to continue to be here.
What’s new this season?
“We have made very much woven fabrics themselves, like the dots (come in suits and coats) and then we have collaborated with Mills, otherwise usually buy it already. Copper metal on the shoes are also new!
Tell me about afrot on the models ‘ heads, how did you come up with the idea?
– Somewhere when I started to think about crop circles, so I saw that I wanted to have some kind of balls on your head. I got a vision quite easily.
and the symbol?
– We have been working with for some time actually. Partly it was the circle and so we wanted to get into an “H” with eyes. So there is a small OWL that becomes a H and it will symbolize the playfulness.
Plans for HOPE in the future?
“We hope to open more stores. Will also invest in Norway so we have more stores abroad.
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