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SS20 is coming… the wait is nearly over.

Many of you have been in touch to ask when you can expect to see the new collection, it’s so good to know you are as excited as we are!  I’m delighted to tell you it is in production as I write, we’re off to Italy on Monday to see some of our factories and sign everything off before it arrives into our warehouse ready to launch at the end of this month.

The fashion industry has a tendency to schedule new season launch dates based on a critical path or what they did last year, forcing summer tops in February, often the coldest month of the year and winter coats in August when it’s at its hottest!

These days many of us are looking to consume less, maybe purchasing when we need something rather than because it’s there. For that reason, we have decided to launch Spring slightly later this year, that is, when we think you might be ready to wear it. I’d love to know your thoughts on this, would you prefer to buy things sooner or when you’re ready to wear?

That said preparations for the new season started in earnest last week, we completed our photoshoot on Monday, we then had some fun shooting the collection on ourselves and friends of the brand on Tuesday. Thursday, we completed final fits on the collection with our fabulous Garment Technologist Jeannie, and on Friday, we took part in a local shopping event at The Swan at Streatley.

These are always special days as we get to meet some of our customers face to face and introduce the brand to lots of new ones. We previewed SS20 and some customers were happy to place pre-orders and will be the first to receive their items from the new collection.

The bestsellers on the day suggest it’s going to be a strong dress season!

Look out over the next couple of weeks for sneaky peeks of the collection on social media, please do get in touch and tell me what you like most, what you don’t like, is there anything missing, help us to get it right for you.

As always thank you for all your support, we couldn’t do it without you.

Happy Saturday,

Nayna X

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8 thoughts on “SS20 is coming… the wait is nearly over.”

  • It was lovely seeing some of the new collection, I’m so ready for Spring with lighter mornings and evenings and brighter lighter clothes! This time of year leaves me fed up with boots jumpers and coats even though I know in September I’ll be longing for them again. Maybe it’s impatience and always looking forward rather than enjoying the moment but I do love “getting ready” for the season change, out with the old and in with the new so personally I’m up for the new collection right now.
    There’s always something quite special about Spring with its promise of new beginnings and brighter skies, I do my wardrobe switch overs in March and October and really look forward to unpacking my stored spring and summer collections and saying sweet dreams to my autumn/winter collection as I pack them away until later in the year.
    Maybe I’m yearning for the new collection now because there are only cold weather clothes in my wardrobe until March.......?!

    Reply
    • Mary, you are so well organised doing a wardrobe switchover, you put me to shame. Thank you very much for joining us for our Real Women shoot recently, we loved having you as always. I hear what you say about being ready for Spring now and it's something we will consider when planning for next year. That said as I sit here watching the lashing rain and listening to the howling winds, I suspect I'll be in my opaques and boots for a wee while longer! Nayna X

      Reply
  • Can’t wait to get my hands on it

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  • I am looking forward to seeing your SS20 collection as I love the comfort and style of your clothing.
    Personally, I think Spring/transition items could be available at the end of Feb, but agree that summer clothes should wait until at least April onwards !
    I'm hoping the gorgeous outfit you wore for the latest Woman and Home shoot will be available to buy !

    Reply
    • HI Jenny, thank you so much for your lovely comments, it gives me such a thrill when women say how comfortable they find Hope. My view is that if you're comfortable you feel more confident and that is what we aim to do at Hope. Fingers crossed, we will have the first phase, which includes the tomato red cashmere knitwear and the recycled cotton jumper, available by the end of Feb! The gorgeous blush pieces you saw in W&H magazine are due by Mid March, just ahead of the clocks going forward, which always feels like a subliminal nod to summer for me. Hope you love the collection, Nayna X

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  • I really like the 3 dresses and look forward to finding out more details about them
    Good idea bringing out the collection a bit later , looking forward to seeing it in full , looks like you even have some designs to hide my tummy !

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    • Hi Penny, thank you for leaving us a comment, makes us feel very connected to our customers when people 'talk' to us! The Animal Print Fit & Flare Dress should be on the site at the end of Feb, The Cotton Tiered Hem Shirt Dress in Khaki (best seller so far) is due third week of March and the fabulous Stripe Skirt Maxi Dress is likely to hit at the end of March. All of which are great tummy hiders, pre requisite for me I'm afraid! Nayna X

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