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Welcome to Hopetown

HOPETOWN is a label born out of a need for modern, practical, organic yet romantic design. New to the NZ fashion ranks, Hopetown’s second Collection continues to establish a strong handwriting. Their androgynous cool paid compliment with understated femininity and staple classics, make Hopetown the label to watch. Ruth Ellison and Aria Campbell are the two young designers who have created this exciting new label which is not purely based on hope alone but with a desire to fulfil the needs of the modern day girl. They believe in the idea that we are all made up a little differently and may want to mix it all up a bit and be uniquely ourselves. It is this honesty and intellect that sets HOPETOWN apart. Backed by one of New Zealand’s largest fashion exporters, HOPETOWN has been established as a result of a desire to develop and provide opportunities for their emerging design talent. Hopetown has strength that is rarely seen from a new name. A must have label has emerged that promises to be as strong and true to heart as its wearer.

Running on Empty Collection #2

This season we were intrigued by the idea of packing a bag and running away, having surprise adventures and really just being a nomad in the big wide world.

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“Why think about that when all the golden land’s ahead of you and all kinds of unforseen events wait lurking to surprise you and make you glad you’re alive to see” Jack Kerouac – On the Road The collection tells the story of our girl; a free spirit living out of her car travelling from the nocturnal city to the dusty country roads. X Ruth and Aria

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Autumn/Winter 10 This Autumn Hopetown borrows from two classic tales while continuing to build its own story. Inspired by the classic road trip literature “On the Road” and “The Town and the City” by Jack Kerouac this stunning collection is about the characters you encounter on your travels and the influence they have on you. The look for the winter range sees the Hopetown signature of androgynous cool paid compliment by a layering of tough city and organic country elements Soft Lambskin infuses the collection with a touch of rebel attitude. Leather and luxe winter fabrics sit alongside whimsical silks and soft jersey pieces. While leather panelling gives a work-wear practicality to tailored jackets. The Hopetown palette leans naturally towards the stormy monochrome base of charcoals, black and grey marls. Hints of blush pink lighten the moody tones and an unexpected turn appears with the colourful knitwear and signature print inspired by the blurring of city lights. The slick city tailoring of the coatdress and vest dress juxtapose effortlessly with the soft tiers and billowed sleeves of the prairie dresses. These pieces tell the story of rolling hills, dusty roads and endless horizons. Vintage undergarments inspire key pieces in the collection. Undergarments you can imagine Kerouac’s beat generation once kept hidden are now created with exquisite tailoring and take centre-stage as outerwear.

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The unique knitwear pieces have a sense of being homespun; the mismatched colours, marbled yarns and slouchy shapes bring a moment of nostalgia to the collection.

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Although there is a nod to the past this collection maintains Hopetown’s fresh modern aesthetic. The emphasis remains on intelligent honest and thoughtful design for the Hopetown girl.

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HT078 Patchwork Lights Kimono Dress / HT110 Mesh Tank / HT113 Leather Hat

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HT091M Mafia Vest Dress / HT063 Hook & Eye Bra / HT094 Merino Super Long Leggings

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HT054 Tiered Dress / HT088 Mesh Bike Shorts / HT113 Leather Hat

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HT063 Hook & Eye Bra / HT110 Mesh Tank / High-waisted Skinny Pant / HT113 Leather Hat

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HT074 Bridge Long Dress, / HT110 Mesh Tank / HT113 Leather Hat

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HT069 Italian Wool Coat Dress / HT110 Mesh Tank

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HT110 Mesh Tank / HT076 Bridge T-Shirt / HT064 Hook & Eye Skirt / HT113 Leather Hat

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HT057 Italian Wool Crop Jacket w Leather / HT110 Mesh Tank / HT072 Italian Marle Fish Tail Flares

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HT062 Sheer T Shirt Dress / HT096 Knitted Long Gloves

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HT071 Knitted Cocoon Cardi / HT103 Merino Bodycon Dress

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HT100 Hook & Eye Dress / HT095 Knitted Long Scarf

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HT059 Sheer Insert Dress / HT073 Tiered Jersey Tank

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HT056 Blanket Crop Tee / HT110 Mesh Tank / HT085 Lambskin Trackshorts

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HT065 Muslin Knot Sleeve Top / HT088 Mesh Bike Shorts / / HT113 Leather Hat

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HT086 Blanket Jacket / HT110 Mesh Tank / HT081 Packwork Lights Mini Skirt

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HT058 Tie Neck Dress

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HT057 Italian Wool Crop Jacket w Leather / HT087 Bodycon Dress / HT113 Leather Hat

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HT080 Patchwork Lights Lantern Dress / HT096 Knitted Long Gloves / HT113 Leather Hat

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HT109 Patchwork Lights Scarf / HT110 Mesh Tank / HT050 The Skort

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HT054 Tiered Dress / HT094 Merino Super Long Leggings / HT113 Leather Hat

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HT077 Bridge Crop Tank / HT106 Merino Long Sleeve Top / HT098 Boyfriend Jean / HT113 Leather Hat

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HT075 Bridge Prarie Dress / HT110 Mesh Tank / HT088 Mesh Bike Shorts

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HT055 Woollen Dress / HT096 Knitted Long Gloves

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HT073 Tiered Jersey Tank / HT110 Mesh Tank / HT084 Trackpants w Leather

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HT083 Bomber Bodysuit / HT088 Mesh Bike Shorts

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HT092L Calvin Tee w Leather / HT110 Mesh Tank / HT089 Blanket Skirt

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HT051 Tiered Tunic / HT098 Boyfriend Jean / HT096 Knitted Long Gloves

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HT071 Knitted Cocoon Cardi / HT110 Mesh Tank / HT085 Lambskin Trackshorts

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HT067 Muslin Crop Top / HT110 Mesh Tank / HT097 Skinny Jeans / HT096 Knitted Long Gloves

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HT053 Tiered Cardi / HT102 Merino Unitard

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HT077 Bridge Crop Tank / HT110 Mesh Tank / HT060 Mafia Shrunken Pant / HT095 Knitted Long Scarf

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HT071 Knitted Cocoon Cardi / HT082 Prom Dress

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HT069 Italian Wool Coat Dress / HT063 Hook & Eye Bra / HT110 Mesh Tank / HT113 Leather Hat

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HT083 Bomber Bodysuit / HT098 Boyfriend Jean / HT095 Knitted Long Scarf / HT113 Leather Hat

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HT091M Mafia Vest Dress / HT054 Tiered Dress / HT051 Tiered Tunic / HT060 Mafia Shrunken Pant / HT113 Leather Hat

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HT057 Italian Wool Crop Jacket w Leather / HT113 Leather Hat

CONTACT

www.hopetown.co.nz

Press Enquiries

Caroline Brown +64 (0) 9 377 9197 +64 (0) 21 751 576 caroline@process.net.nz

Francesca Bowden +64 (0) 9 377 9197 +64 (0) 21 109 7319 francesca@process.net.nz

PROCESS showroom Suite 2 58 Surrey Crescent Grey Lynn www.process.net.nz

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CREDITS

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Photography:

Stephen Tilley at STIL Photography www.stil.co.nz

Styling:

Karen Inderbitzen-Waller

Photography Assistant:

Gavin McGregor at Optnz

Model:

Alina at Red11

Makeup:

Serenity for M.A.C

Hair:

Sky for Stephen Marr

Shoes:

from Mei Mei


HOPETOWN A/W 2010 LOOKBOOK