Hope Macaulay has carved a niche for herself in the fashion world with her signature, oversized color-blocked knits.
Macaulay’s affinity for bright colors, color-blocking, and patchwork have helped lead his line to success. The label took off in 2020, during the COVID-19 pandemic. Consumers were staying home during the lockdown, and Macaulay was one of a growing fashion label to grab Gen Z’s attention on social media.
“A lot of other small businesses blew up in 2020 too, because of the pandemic and everyone being at home and on social media,” Macaulay told WWD. “Since it was all at an online shop, customers were still able to shop. Plus my weavers all work from home, so they were still able to work from home.”
Two years after her official debut, Hope Macaulay has been worn by celebrities like Gigi Hadid, Rosalia, Naomi Osaka, Kali Uchis and more.
Originally, the line began as an undergraduate collection during Macaulay’s final year at the University for the Creative Arts. Eventually, it became what is now known as Macaulay’s namesake brand: a chunky knitwear collection made from merino wool in bright color patterns.
She received positive feedback on social media about her collection for the school, and continued to work on it after graduating in 2018, deciding to fine-tune some of the details, and ensure that her early creativity and inspiration Her pieces were wearable while capturing the essence of. ,
“It really happened naturally as I made it into school to stick to these modules and get my degree,” she told WWD. “I knew off the back of my head that I wanted to continue to build from the brand, so I didn’t feel like I ever had the point of ‘I’m starting my own brand.'”
Originally from Northern Ireland, Macaulay had always wanted to work in the creative field, and thought she would work for a fashion brand in London during university. She did summer internships for Roberta Einar and Gareth Pugh, and while she said they were good experiences, she realized what she liked working for herself.
A closer look at Hope Macaulay’s latest collection.
Courtesy of Asha Macaulay
“I wanted creative freedom, and I felt that to pursue a career in the fashion industry, I had to move to a major fashion capital,” Macaulay said. “When I came back home, I definitely wanted to start something here because I absolutely love my home in Northern Ireland, but I didn’t want to give up on my career in fashion.”
With the help of 15 weavers and seamstresses and of course, her mom, the young designer put together a wide collection of knitwear including crop tops, sweaters, cardigans, dresses and accessories including a pet sweater.
“I love color. I am very particular with the colors I use and the combinations thereof,” she said. “Whenever I design, color is so important to the final product. I love that they can stand out from the crowd. My pieces are really fascinating. ,
Macaulay’s weaving differs from the large and chunky weaving work she incorporates into her pieces, which stems from her love of textures and various fabrics, especially wool, and her grandmother teaching her how to knit when she was young. Do it.
“Whenever I go into the stores, I’m always the first to touch all the knitting work pieces,” Macaulay said. “I just love knit work, textures and even mixing different fabrics together. I have done a lot in university as well. I feel like people miss my brand – to touch it and feel it because apparently it’s mainly online now.
“I also feel more expressive by using wool. I can make it more clearly. I think sewing is very mathematical, whereas with knitting I feel more expressive and creative with knitting work,” she continued.
A closer look at Hope Macaulay’s latest collection.
Courtesy of Asha Macaulay
Since she started her brand two years ago, Macaulay’s label has earned nearly 250,000 followers on Instagram and is worn by A-list stars and influencers and fashion enthusiasts alike. She also confessed that she stumbled upon TikTok and YouTube videos trying to recreate her pieces.
In the future, Macaulay hopes to have more of her pieces in boutiques and retailers, so that her consumers can touch and feel the pieces. Macaulay’s knits are currently available for purchase on her official e-commerce site as well as Free People and Anthropologie, which she collaborated with last fall.
“I never knew how successful it would be. I certainly didn’t realize it, especially so quickly,” she said. “The fact that it all happened so fast is completely unbelievable. I am so grateful for everyone’s support.”
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Originally published at Pen 18
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