New label alert: This is Hope, a brand new fashion label based online and via social selling, rather like jewellery brand Stella & Dot (and Tupperware!).
Founder Nayna McIntosh – who previously spent years working at George at Asda, Next and Marks & Spencer – founded Hope this year (it’s named after her mum) after spotting a gap in the market for ‘easy to pull on, comfortable clothes that make women feel fabulous.’
She wanted women to be able to buy in their own home – or that of a friend, over a cuppa or glass of wine, instantly ditching the need to trawl the shops or indeed sweat in a tiny cubicle whilst trying them on.
Nayna told me she finds online shopping useful, but thinks some women prefer the social element of shopping in a group. There are even opportunities to become Hope stylists at these parties, which Nayna calls ‘pop-up’ boutiques.
Outfit, as before | Jacket, Jigsaw
I saw the collection up close and the quality is lovely – which does reflect in some of the slightly higher price points. I particularly loved their range of ‘foundation’ pieces – jersey basics designed to be layered, but shown off, so think leopard long sleeve jersey tops, snake print vests and thick jersey leggings.
And Hope have decided to do away with the standardised sizing we’re used to, concentrating instead on body shapes for women who are typically a dress size 8-20; freesize, dual slim and dual curvy.
Dresses like the one I’m wearing (which is freesize) can be thrown on in a COS loose tunic style, or use the concealed straps to change the drape style and length.
I particularly like the versatile grey drape neck knit, worn to off-the-shoulder perfection by 65-year old model Pia Groning in the campaign images.
And I do appreciate a company who are trying to support the British textile industry (60-70% made in the UK, the remainder in Italy).
Check out the rest of the collection here.
This is a sponsored post for Hope Fashion, but all opinions remain my own.