We are happy to announce a collaboration with Swedish fashion brand HOPE. A selection of Oh My Eyes sunglasses are available in their flagship stores in Stockholm until the end of September 2020. HOPE will also join the One for One mission to help the albino community in Tanzania. As a part of the collaboration, Jonna Dagliden Hunt, co-founder of Oh My Eyes, sat down with Frida Bard, Creative Director at HOPE to talk about shared values.
THE ATTENTION TO DETAIL, THE SMALL THINGS IN LIFE AND CRAFTSMANSHIP ARE IMPORTANT BUILDING BLOCKS FOR BOTH OH MY EYES AND HOPE. HOW DO YOU WORK WITH THESE BUT STILL REMAIN CONTEMPORARY?
Frida A misconception is this: longevity and contemporary is not to a contradiction – they actually happen to go very much hand in hand. HOPE has always been working with archetypes that most of us already have in the wardrobe. For us, it’s about elevating each product to become its best and to add our signature to it.
Jonna I agree, when we launched Oh My Eyes, that was basically the starting point. We wanted sunglasses that are classic yet contemporary and I think being contemporary nowadays is more about being timeless and classic than being trend driven. We want the design to be transeasonal and functional. Our sunglasses are made to last, both in quality and style and meant to be worn and loved over a long period of time.
FRIDA IN OH-14
HOW DO YOU EMBODY SCANDINAVIAN HERITAGE?
Jonna A big part of Oh My Eyes’ design inspiration has been Scandinavian modernism. For example, the brief to our designer consisted of inspiration from this era. We also commissioned the art photo series ‘Modern Buildings’ by Mårten Ryner to explore functional architecture in Stockholm. We soon realised that this version of modernism doesn’t have to be this black and white minimalism to be high in function and quality. We discovered beautiful silhouettes, shapes and colours and that has made it into a quite interesting journey, design-wise.
Frida Speaking of functionality and utility; the versatility of a garment is one HOPE’s corner stones. Clothing should be able to be worn in multiple situations and combinations. Scandinavian fashion has always revolved around the functionality aspect in some sense. If generalising, I would say we like to be able to wear the same clothes for work and for parties – maybe throw on some lipstick and we’re good to go.
Frida The curiosity is such a big part of who I am. I think it’s always needed to push myself to go a little bit further than what’s comfortable. If you don’t challenge yourself you’re going to get stuck in old routines, and ultimately those routines will not nourish your creativity or give you new or progressive thoughts. That’s also how I found Oh My Eyes, I was looking for inspiration online and came across these incredible visuals.
Jonna Speaking from Oh my Eyes point of view, I think one of the pillar stones of the brand is curiosity and meeting new people. That’s how we stay curious. By putting our sunglasses on those people, we’re able to bring them to life. Frida is definitely a person that falls into the categories of people we want to collaborate with.
FRIDA, YOU RECENTLY STYLED HOPE’S PRE FALL 20 CAMPAIGN WITH OH MY EYES. HOW DID THE FRAMES COMPLIMENT THE COLLECTION?
The collection has kind of a light, high summer mood in itself and by styling with Oh My Eyes the look completes as a contemporary classic expression. Personally, I like to add some attitude with the accessories I’m wearing, and a pair of great looking shades is definitely a favourite!
The HOPE x OH MY EYES limited edition sunglasses are now available in flagship stores in Stockholm.