For this editorial we went to Stoke-on-Trent, Robbie William’s birthplace. It felt like the perfect setting for a brand that doesn’t follow trends, but moods. Fashion often takes itself too seriously; we’re here for a little giggle, a little softness and the kind of optimism that doesn’t ignore the chaos, just makes space to smile through it. Hopeium isn’t made for the runways, it’s made for the runaways, the real ones.