Swedish fashion brand Hope has set out to challenge stereotypical fashion design with their new capsule collection ”Changes”. Fronted by artist Arvida Byström and performance artist and dancer Casper-Malte Jörgensen; the idea behind the collection is to create fashion for the individual, regardless of gender identity. The collection is a part of a greater initiative within the company; one that aims to challenge conventions and create fashion that primarily focuses on the individual.

For the first time ever, Swedish fashion brand Hope is launching a collection that’s created for the individual regardless of gender identity. The new collection is called “Changes” and manifests Hope’s liberation from expectations that often exists in fashion and that goes beyond what’s typically male and female. The collection also marks Hope’s aim to continuously mirror movements in society and individual expression.

”For some time now, there has been a revolution in the concept of gender identity which has raised thoughts about what gender means to us at Hope. For me as a designer it has been obvious for a long time that my design has to fit all types of bodies and individuals. With Changes, we wanted to express that we stand behind this and that we celebrate a new point of view on gender identity within fashion”, says Frida Bard, Head of Design at Hope.

The collection consists of 18 garments in a eclectic mix of both archetypes and wardrobe classics made out of floral patterns, paisley, velvet and leopard. As a part of the collection there will be a print with the word “Changes” - a manifestation of the ongoing change and development of attitudes, which are seen in society today.

Each garment from the new collection is marked with traditional sizes for both men and women, which makes it easier to find your size. Changes marks a first step of what’s to come from the Swedish fashion brand, that has embarked on a journey which aims to challenge existing conventions in fashion and highlight the individual.

Artist Arvida Byström, performance artist and dancer Casper-Malte Jörgensen, designer Yunus Rosenzweig, designer and artist Martina Enevold and model Martin Bohlin front the campaign.

The collection will hit stores 21 September.

We are thrilled about the recently announced collaboration between COS and the world-renowned Solomon R. Guggenheim Museum in New York that will be ongoing from October 7, 2016 until January 11, 2017, as sponsor of the museum’s major retrospective of American painter Agnes Martin (1912–2004).

One of the preeminent painters of the twentieth century, Martin is known for subtle, evocative canvases that feature delicate penciled lines and grids; an aesthetic that has had a significant influence on artists of her time as well as subsequent generations. Filling the Guggenheim’s famous rotunda, the exhibition includes paintings, drawings, prints and sculpture, celebrating the full scope of his practice. Martin’s work, committed to the expression of innocence, happiness, and beauty, has inspired the COS design team for many years.

COS Creative Director, Karin Gustafsson said of the project, “It is a privilege to sponsor an exhibition of Martin’s work. The incredible richness and tactility of her work has always inspired our fabrics and designs; her use of subtle colour and dedication to her technique and style elevates apparently simple lines and grids to something extraordinary.”

To celebrate the brand’s sponsorship of the Guggenheim exhibition, COS will create a capsule collection inspired by the works of Agnes Martin. Informed by Martin’s iconic geometric compositions, the COS design team have created a unique set of prints for a 12 piece collection of men’s and womenswear. Karin Gustafsson adds, “The opportunity to create this collection whilst exploring the subtle reinvention of classic silhouettes has been fantastic. The minimal pieces created form an effortless, artistic capsule offering”.

On sale from the 7th October 2016, the pieces will be available to buy worldwide with a percentage of the proceeds from their sales being donated to the Agnes Martin Foundation.