Introducing our friends at Hope
Hope is a new clothing collection designed to help women feel positive by celebrating all ages and sizes. It has a new bold and beautiful collection ready for Autumn/Winter 16 that is all about looking and feeling beautifully confident. And exclusively for White Hot customers, Hope is giving 10% off your first order. Simply visit www.hopefashion.co.uk and use the code WHHOPE10 at the checkout. Recently we had the pleasure to talk to Hope Founder, Nanya about her journey in creating Hope: How did you get into fashion? I started in retail at the age of 12 working on my mum's market stall in the Midlands – I got a real passion for selling then! I went on to work for Marks & Spencer before moving onto Next, Per una and then back to M&S so my career went full circle! What was the inspiration behind Hope? I always had a little voice inside me that wanted to start my own brand, but it was only when I left M&S and had some time out to read and reflect that I realised this was what I wanted to do. I looked back at the hope and determination my Jamaican family had and knew I had that within me to start my own brand. Who is Hope aimed at? Hope is aimed at the 40 plus customer. I am 54 and often say 'I know this customer because I am this customer'. How does Hope differ from your average womenswear label? At Hope we aim to make the customer feel beautifully confident. Our collection is designed and made largely in Britain and Italy, with beautiful fabrics and yarns that wrap and drape the body, celebrating the parts you want to and disguising the parts you don’t. We have a sizing system that positively expresses your size – I often say size is more than just a number. Who wants to be called ‘extra large’? At Hope we call you ‘super curvy’. As a woman’s body changes throughout her life, so do the shapes she needs to wear. We address this firstly with our Foundation Collection which will smooth, sculpt and shape the body without sacrificing comfort. Then by layering our shapes on top of this – from’ Cocoon’ to ‘Pop-On’ - our customers tell us it makes them feel amazing and confident. We sell through our website but also we’re one of the first fashion brands in the UK to sell through our ‘Hope at Home’ events. Our customers tell us that shopping on the High Street today is a lonely and unfulfilling experience. Our stylists sell in women's homes and at events which helps women build an emotional connection with the clothes but also to give the service that is lacking in retail these days. Shopping with your friends in someone’s home with a glass of wine or cup of coffee – what’s not to love! Creating your own label must be amazing and very rewarding. What does it mean to you and how does it feel to see women wearing clothes from your label? It’s been the hardest thing I have ever done but also the most satisfying. To work with a small team of likeminded people who all share my passion and energy to succeed is hugely rewarding. But the most rewarding part of my job is meeting customers at our ‘Hope at Home’ events. Customers are so honest with us, we hear their challenges, but then to see the transformation when they try the Hope clothes on, to hear their feedback and see their confidence reach new levels really makes this job so worthwhile. What do you think makes someone stylish? It’s about attitude and feeling beautiful and confident, both outside and in. What advice would you give to your younger self? Always follow your instinct, it will guide you to the right place. What’s your favourite Hope item and why? It would have to be our Black Narrow Stretch Trousers (https://www.hopefashion.co.uk/shop/shop-by-category/bottoms/narrow-stretch-trousers-black); at £95 they are an essential part of any woman’s wardrobe. The high-waisted trousers are crafted from a premium, double-knit Italian stretch fabric designed to create a smooth silhouette. As versatile as they are figure-flattering, they strike the perfect balance between smart tailoring and easy elegance. You can have them altered for free for the right length for you. We offer free returns on everything. What can we expect to see for Autumn Winter ‘16? The new Autumn/Winter 16 collection focuses on beautiful and luxurious styles that work together to make wardrobe building a simple task. The colour palette is cool and sophisticated, with tones of grey, silver and charcoal providing the perfect backdrop to pops of red, eau de nil and wine. At Hope, we give women the confidence to embrace fashion and get the most from the range by designing styles that flatter, wrap and drape.
