Fashion, News, Our Work / October 8th, 2015

Launch of Hope Fashion

If you have no story, you have no brand…

…which is why Axon was thrilled to work with Nayna McIntosh, the founder of new fashion brand Hope. Creating a brand isn’t just about designing and producing beautiful clothes; it’s about the story behind the brand - what makes up the aspirations, drivers and ideas behind a business and its products.

Nayna has such story. She believes that fashion is about more than just clothes. Fashion should make you feel. Feel empowered. Feel stylish. Feel comfortable. Feel like you. So Hope was born; a collection of wearable and stylish clothes in quality fabrics and fluid designs created for real body shapes and proportions.

“Creating Hope was about doing something to put right what many fashion brands and retailers are missing and utilising my years of experience to create a brand for the 40 plus woman that is right for today,” comments Nayna.

“I have empathy with this woman because I am this woman. I’m looking for garments to help restore confidence – I understand my body is changing yet still want to feel good, is that too much to ask?”

Axon were 100% behind Nayna’s vision and worked collaboratively with her and the Hope team to establish the tone of voice, who their customer is and the feel of the brand, we wrote the website narrative and features and we concepted and produced the campaign and look-book imagery, casting all talent.

The Hope press launch took place last month at The Condé Nast College of Fashion & Design in Central London, which was attended by influential fashion bloggers and esteemed fashion press.

We know that Hope will revolutionise the way women think about clothes – and we’re very proud to be part of the journey.