BriefOur collaboration with Hope Macaulay was an opportunity to create a fashion film that matched her bold, joyful aesthetic. Known for oversized textures, vibrant colour, and sustainable craft, the aim was to capture the spirit of “dopamine dressing” celebrating individuality, fun, and self-expression through a playful visual story.
ProcessDirected by Eilís Doherty, the concept embraced a surreal, energetic tone inspired by Elton John’s I’m Still Standing. The production leaned into colour and movement, shot in a climbing gym to take advantage of the existing colour of the climbing holds, creating a world where the knitwear could take centre stage. Cinematographer Ronan Nissenbaum shot on 16mm Kodak 250T, enhancing texture and tactility. Sound and score by Wastefellow, influenced by ‘80s inspirational music, drove pace and rhythm, while colour grading amplified the rich palette central to Hope’s designs.
ResultThe final film is vibrant, expressive, and slightly irreverent, capturing the personality of the brand through movement, colour, and texture. It showcases Hope’s work in a way that feels both artistic and accessible, turning fashion into a playful, immersive experience.
