Behind the Scenes
Felicity
Retro Lines. Summer Light. A Touch of Cinema’s Golden Age
A Knit Collection of Romance, Wanderlust, and the Joy of Simply Becoming
The Felicity Collection embraces the quiet magic of moments that linger—fingers tracing the edges of a vintage postcard, the glint of sunlight on half-empty iced tea glasses, the soft crackle of a song remembered by heart.
It’s a fresh take on retro classics. It’s romance, wanderlust, and the joy of simply becoming.
Selma Dress in Avocado
Joan Dress in Chai
The Heart Behind How We Make
With Intention in Every Thread
A glimpse into our creative process—from the first hand-drawn sketch to the final design.
The Colour Palette
With a palette of earthy olive, soft avocado, sunlit chai, and enriching burgundy—shades inspired by the resilience and renewal of autumn's harvesting field—each knit piece is thoughtfully crafted to bring a sense of timeless, retro glamour, designed to stay with you through the changing seasons.
A Low-waste Knitting Method
At hello ronron, each piece of knitwear begins with care, using deadstock or upcycled yarns that honour both nature and culture.
We thoughtfully knit every garment to balance structure and softness, with a low-waste process designed to minimize excess and reflect our dedication to sustainability.
Selecting the Material
Each garment is finished with a hand-stitched label made from recycled plastic bottles, cut with ultrasonic precision for smooth edges that feel gentle against the skin.
This small, purposeful detail embodies our belief in giving new life to waste, merging craftsmanship, sustainability, and beauty in every creation.
The Shape It Becomes
The Journey of a hello ronron Piece
A living collection of how ideas evolve and take on new shape, story, and meaning.
Joan Dress in Olive
Selma Dress in Burgunday
Held in Movement
About The Felicity collection.
'Retro lines. Summer light. A touch of cinema’s golden age. Felicity' was not a destination, but the rhythm of her heart— steady and unapologetic, beating with joy, laughing, dancing, living.
Felicity draws inspiration from the golden age of cinema and the romance of vintage classics. This collection reimagines retro silhouettes with a modern sensibility, capturing the soft glow of summer light—moments in motion, as if lifted from an old film reel.
Crafted from soft, low-waste knitwear, each piece balances structure and fluidity, offering a harmonious blend of sophistication and ease. The colour palette—olive, chai, avocado, and burgundy—evokes the warmth and richness of classic cinema, inviting you into a world of effortless elegance.
Designed to move with you, these dresses flow seamlessly from sunlit mornings to starry evenings, embodying both grace and comfort.
This collection of soft knit dresses, in hues of olive, chai, avocado, and burgundy, is a fresh take on the retro classics. It’s romance, wanderlust, and the joy of simply becoming.
Every detail has been thoughtfully considered—the sculpted lines that skim without clinging, the softness of the yarn embracing your skin, and the enduring quality that transforms these pieces into treasures in your wardrobe.
To me, Felicity feels like tracing the edge of a vintage postcard, sunlight flickering on iced tea glasses, and the crackle of a nostalgic melody lingering in the air.
This collection is a celebration of living fully—laughing, moving, growing, and daring to love again. It’s about carrying your stories with grace and strength.
Felicity, where every thread tells a story, and every piece invites you to embrace the art of living beautifully.
The colours in this collection hold deep significance to me. Burgundy symbolizes self-love and affection for those close to us. Olive green represents the endlessness of life, while chai reflects the richness of experiences blended with warmth. Avocado green captures the curiosity of new beginnings, reminiscent of a calf exploring the world.
Felicity is more than just a collection; it serves as a celebration of resilience, transformation, and the rediscovery of freedom.
Every knit pattern tells a story—inspired by the graceful curves of ripened grains at autumn's harvest, 'Felicity' brings the beauty of nature to life in every stitch..
she stood—
like a tree shedding leaves
to bloom once more.
her hands released the fragments
she thought she couldn’t live without,
while whispers of past paths lingered—
tender, fierce, yet all led her here.
burgundy warmed her fingertips,
the softness of almond earth held her steady,
and emerald fields stretched wide,
alive with growth and promise.
the world before her was painted
in olive and avocado hues—
new buds on ancient branches,
curious and untamed.
this was not a blaze of glory,
but quiet freedom:
the joy of becoming,
of roots growing deep,
and branches daring to reach wide.
The Felicity Collection | Campaign Creative Team
Creative Direction & Fashion Film Photographer : Xenia Valule & Andrus Valulis
Talent : Marta Trofimovicha
Producer : Angela Chiang & hello ronron
Selma Dress
Classic, cinema-inspired glamour infused with a dreamy holiday charm.
Joan Dress
Versatile, refined, and ready for wherever the day takes you.
Selma Dress
Classic, cinema-inspired glamour infused with a dreamy holiday charm.
Joan Dress
Versatile, refined, and ready for wherever the day takes you.
The Felicity Collection
Retro lines. Summer light.
A touch of cinema’s golden age.
Felicity draws inspiration from the golden age of cinema—where summer light flickers on vintage film reels, and every frame tells a story of romance, wanderlust, and quiet transformation.
This collection reimagines retro silhouettes with modern ease, blending structured lines with soft knitwear designed to move with you. Rooted in nostalgia yet effortlessly current, Felicity flows between sunlit mornings and starry evenings, embodying grace, warmth, and the beauty of simply becoming.
With a palette of olive, chai, avocado, and burgundy—each shade speaks of resilience, balance, and the richness of moments lived.