It's fitting that a new capsule collection for Hogan from Katie Grand is called Gang as it seems that everyone wants to hang out with the super-stylist, creative consultant and editor-in-chief. Certainly a good time was had by Grand's chums Giles Deacon, Cara Delevingne and Lulu Kennedy at a launch party for the collection in Milan during the spring/summer shows last September.
Grand follows in the footsteps of Karl Lagerfeld, who created four capsule collections for the luxury brand between 2010 and 2012. For her collection, Grand took classics from the Hogan archive and enlivened them with a bright colour palette. “A lot of people seem to think that the wedge trainer is a new idea,” she says. “But the 'Attractive' has been in the Hogan archive for years.”
Grand's relationship with the Italian brand is historic, too, alongside Louis Vuitton, Loewe, Miu Miu and Giles it's just one of the labels that has enlisted her blend of fashion magic. “I ran into Andrea and Diego [Della Valle who also own Tod's and Roger Vivier] at the Schiaparelli apartment in Paris during couture and we just started talking about it,” says Grand. “I had worked with them in the past, and then they had done that collaboration with Karl Lagerfeld, which was hugely successful. They wanted to do another one, and since we were friends they thought it would be fun to be with me.”
Fun may have been writ large on Grand's mood board while working on the collection, as it can be seen in the pop-art colours and heart motifs – a visual reference to Love, the bi-annual style magazine that Grand edits. “I was keen to bring a fresh sense of femininity, which is why I've used so much of that intense shade of pink – that has always been a favourite of mine: it's feminine in a way that's lively and fiery rather than demure,” she says.
Indeed, there is nothing demure about the collection – comprised of three styles of trainer, a ballet slipper, sunglasses and leather purses. Working with the brand's archive styles meant that the actual design process – something of a new experience for Grand – was not too daunting. Grand reveals: “Some of the shoes were easy to do, because I built on an existing shoe that they had in their archive – like the wedged tennis shoe, which they've done for the past six years. The sunglasses I did from scratch, which was fun as I had never really worked with sunglasses before.”
The purses too are original creations – designed to be carried on the wrist or slung across the body: “They may be brightly coloured and decorated with hearts, but they're extremely practical – they can fit a Blackberry and an iPhone, one credit card, one key and a pack of cigarettes.”
The campaign for the just-launched collection features a shoot with 14 of Grand's favourite models of the moment including Cara Delevingne, Edie Campbell and Linda Evangelista.