The former Fashion East designer captured her latest swimwear collection in an East London UV tanning hotspot
Since landing on the Fashion East line-up in early 2021, hrh founder Hannah has established her label as one of London’s most exciting accessory brands. Starting out with fun signature scrunchies, seen on the likes of Shygirl and Charli XCX, as well as poppy pieces like mini bags and statement sunglasses, Hannah soon tapped into swimwear, with her subversive co-ords consistently spotted up and down the timeline.
Now, she is getting ready to drop her SS23 collection, which, since the sun continues to set at approx. 1.30PM every day, will have you counting down the days until summer. For this offering, Hannah once again channelled her background as a gymnast, clashing 80s swimsuit silhouettes and competition styles with Y2K indebted prints and motifs.
“My inspiration for 2023 was very much a homage to gorgeous girls in all their forms,” Hannah explains, speaking on her influences for her new collection. “I also really got into a pageantry black hole where I was really inspired by the ceremony around those events, such as the bikinis with sashes over the top and the very OTT gushing acceptance speeches. I wanted to create something joyful and full of levity.”
Now getting its big debut via a campaign shot by Francesco Nazardo, Hannah accredits his ability to to capture beauty while still keeping things “playful and intriguing all at once” as her reason for getting him on board. The star, meanwhile, is K. Suggested by casting director Madde Østlie, the model is a musician and Instagram friend of Hopkins’.
“She is so totally beautiful gorgeous sexy power mum and is also just a wonderful person, I loved working with her as she is super aware of how to create an image and how she appears on camera,” the designer explains. For the images themselves, Hannah, Nazardo, and K pitched up at a sunbed shop in Bethnal Green.
“I had always wanted to shoot in a sunbed shop as I find them so aesthetically pleasing, like so glamorous but also very cosy,” says Hannah. “I love the whole look of them, especially the more high-tech beds and the way they look like they are from space. While sunbeds may be a big no-no now, in this context they tie in neatly with the pageantry and pomp HRH is based on.
“I really got into a pageantry black hole where I was really inspired by the ceremony around those events, such as the bikinis with sashes over the top and the very OTT gushing acceptance speeches. I wanted to create something joyful and full of levity [for SS23]” – Hannah
The collection itself sees a new range of scrunchies alongside three-piece bikini co-ords in indigo denim and bright silky blue and pink colourways, with Hannah paying real attention to the kind of women she wants to see in the offering. “I want the collection to inspire confidence and freedom in everyone that wears it.” she reveals. “I have thought a lot this season about designing for every body. It’s really important to me that there is the same feeling of freedom and sexiness for you whatever your dress size or cup size.”