Check out Hope Fashion
It’s so tough launching a fashion label these days, but Hope, who launched in Autumn last year, is doing very nicely thanks very much. The company has played it smart, with an online shop, but also via individual ‘stylists’ – think of the Stella & Dot style of selling. It doesn’t harm that the founder Nayna McIntosh was in charge of Per Una at M&S for years too, so she knows her onions.
The angle with Hope is that it’s fashion for the 40+ bracket. I don’t like the idea of that, no more than I like the idea of Top Shop being so youth-focused, but the reality is that the Muddy buttocks need some clever camouflage these days and if a label is taking particular notice of my changing shape and is kind with the labelling (the range goes from Superslim to Supercurvy) that’s fine with me. The basics and knitwear are both particularly note-worthy – I loved the kimono style wool and leather coat, the woollen silver and black poncho and the relaxed pant.
The basics include some flattering under layers for a smooth silhouette. My leopard-print addiction is well and truly satiated here, but I think I like the snakeskin option even more. There’s also black if you want to keep it classy (er, NO!).
The bijou accessories section has some lovely pieces too – this horrific weather (and my freezing house – insulation being for pansies in Cornwall) is edging me ever closer to the burnt orange cashmere beret and fingerless gloves, below.
Prices are the upper end of the high street, so an investment without being a total buttock-clencher. Check out the full range here. Happy shopping!