INTERVIEW WITH DRA.HÖPE’S

‘‘WE ARE HERE TO BRING ATTENTION TO THE NEXT GENERATION SUSTAINABLE BRANDS, TRANSMITTING NEW VALUES TO THE FASHION, BEAUTY AND LIFESTYLE INDUSTRY.’’

DRA.HÖPE’S

Someone once said: “Fashion is about selling things that people desire and want to buy (…)” modaes.es. But, what happens when the sector has lost the value of desire? Or in other words, what happens when the sector works on desires that have nothing to do with the aspirations of today’s public?

DRA.HÖPE’S analyses the sector from its own perspective and claims to focus on one sole intention: recovering the real value of the sector.

“WE WANTED TO CONTRIBUTE TO ACCELERATING THE CHANGES THAT THE INDUSTRY ASKS FOR, PROMOTING SUSTAINABLE BRANDS.”

WHAT DRIVES THE DRA.HÖPE’S PROJECT?

We wanted to promote sustainable brands, essential for the fashion, beauty and lifestyle industry to recover its real value and generate a positive impact.

THE INDUSTRY IS OBSOLETE AND HAS A NEW CHALLENGE

Through the large low-cost empires, the industry has forgotten the intangible values of fashion: veneration of the creator, pampering of craftsmanship, the value of good materials, respect for those who make it possible and their environment… that is why today it is essential to go back to the origins and reconvert the sector into a factory of hope for users, in line with current values and future aspirations.

THE WORLD IS CALLING FOR CHANGE

The world is calling for a change of paradigm to survive which works on matters of sustainability and social justice, and the fashion, beauty and lifestyle sector can be the great driving force for the change.

THE PUBLIC HAS POWER

The public asks for new proposals that encourage a new way of consuming and that, without forgetting their individual aspirations, looks after the collective, social and environmental well-being. New customers reflect on and question their own values and conduct, making their own sense of style and renewing their clothing behaviours, which go way beyond the product.

THE SECTOR HAS A DUTY

To provide more value for the customer through strong brands. With collective conscience. With new ways of being. With new ways of doing things and, as a result, with new ways of communicating. Brands that have the ability to identify and connect with today’s society.

WHAT IS DRA.HÖPE’S INTENTION?

“WE DEMAND A CHANGE OF SYSTEM FOR FASHION TO RECOVER THE REAL VALUE OF THE SECTOR: SOCIAL, AESTHETIC, ARTISTIC AND IDENTITY-RELATED.”

We are here to recover the intangible value of fashion granting new values to clothing, giving a voice to the next generation brands that safeguard the principles of sustainability and social well-being, while satisfying the individual aspirations of today’s customers.

HOW DOES DRA.HÖPE’S CONTRIBUTE TO RECOVERING THE VALUE OF THE SECTOR?

Taking fashion and lifestyle products as the driving forces of social change –as fashion culture has shown us throughout its history– and brands as agents for change, due to their ability to reintroduce the values that the industry has lost with fast fashion; we work to make these next generation brands grow, opening new action frameworks for the sector.

So, our essence arises from the desire to give the sector positive synergies where the next generation brands take control of the industry, with models of communication focussed on experiences that change the essence of consumption, returning to the origin and giving fashion its real value: social, aesthetic, artistic and identity-related.

“WE APPLY BRANDING TO BRING NEW VALUES TO THE FASHION CULTURE.”

That is why, far from being a typical advertising agency that works with actions that respond to temporary objectives, we focus our activity on giving new values to brands. We create strong brands so they can develop over time under a clear identity that brings new values to today’s customers, achieving objectives on a broad scale that generate impact in the sector and on the new ways of consumption.

DRA.HÖPE’S, HOW DID IT GO FROM AN IDEA TO A BUSINESS?

WE HAVE AN IDEA AND WE FORGE A PATH WITH MEANING.

We are always guided by non-transferable values:

SPECIALISATION

We believe in specialisation as an essential element to give optimal service to our clients. Experience has shown us that “doing a little of everything” is the same as “doing a little of nothing”, that is why we focus our activity only on what requires our expertise, brand strategy. We work in areas of Brand Values, Design Thinking, Core Business and Show Concept for brands in the fashion, beauty and lifestyle sector. The exclusive actions of design, programming, production, etc., we leave in the hands of our trusty collaborators, specialists in their different fields.

SERVICE OF PROXIMITY AND TRUST

We know that heading up a business is for the brave, but we also know that the risk is minor if it is developed within a framework of trusty collaborations. That is why we are at the service of our clients, empathizing with the challenges, needs and opportunities of their business. We believe in sincerity as a key element to establishing relationships of trust. In proximity as the only way to tackle common objectives. And in a vocation to service to outline the necessary actions to achieve them. We accompany them at every step, ensuring their correct development.

RESPONSIBILITY, SUSTAINABILITY AND SOCIAL WELL-BEING

From our point of view, fashion and our lifestyle will be sustainable or it will not exist. That is why we work for brands that want to develop within a new framework of action that bears in mind the deficiencies and necessities of the current system, while proposing to the global audience a new way of consuming that, without forgetting individual aspirations, looks after the collective, social and environmental well-being.

FASHION AND LIFESTYLE CULTURE

We understand fashion culture as a representation of feeling and living in a society. The set of customs, models and knowledge that express one’s lifestyle: their beliefs, language, values, etc. But, in turn, we also understand it as a broad and diverse phenomenon, that grows hand in hand with society, providing social, aesthetic and artistic value. That is why we work making today’s customers the main focus of our strategies, taking sociological, cultural and aspirational perspectives, open to the world and to differences, with the ability to go far beyond temporary trends.

CREATIVITY

We work without putting limits on our thinking. We understand each project as something unique, that is why we search for unique solutions that can meet the objectives of each brand in different contexts and realities. Through our own methods of thinking, of empathy with the people who trust us and of the opportunities the market can offer us, we work to design strategies based on innovation. The result is the definition of new business models, improvement of users’ experiences and the development of new collections and/or differentiating conceptual frameworks that work to make the brands grow.

HOPE

We would not be here if we were not sure about being able to change things. We believe that hope is not just something one has. Hope is something you look for and achieve. We are optimists, dreamers and a little non-conformist. That is why we work to inspire changes in business, and life, models that generate a positive impact.