8 februari 2010

Ann-Sofie Johansson-H&M

Photo: Mattias Bardå
I got the opportunity to ask some questions to Ann-Sofie Johansson. She is the Head of Design at H&M.

I always start by asking what is your star sign?
Do you think your star sign accurately describes your personality?
No, not really and I´ve heard that it´s actually the assendent that matters.
Did you always know that you wanted to be a fashion designer?
No, from the beginning I wanted to be a veterinary.
Please describe a workday at H&M?
They can look quite different.A lot of meetings of course, meetings for coming trends and colours, oversee the coming collections, planning campaigns, travelling for inspiration, doing interviews...
How do you decide which trends you are going to use in a collection?
It’s a mix of trend information, inspiration and our gut feeling.Of course we always have to have our
costumers in focus and ask ourselves how they want to look and what inspires them.
Inspiration we get from travelling, looking at people, movies, music, celebrities.
What advice would you give an aspiring designer?
Be creative, open-minded, interested, curious and never give up.
How would you describe your own personal style?
What is style?
Something that makes your personality shine.
Which piece in your wardrobe could you not live without?
My old army parka.
Which magazines do you read?
Which ones do I not read?! I read a lot of magazines both news papers, fashion, art and interior magazines.
What inspires you?
People and travelling.
Please tell me about the inspiration for the spring/summer 2010 collection?
We take inspiration from the garden and the gardener with florals and utilityinspired garments.
There will also be a preppy, nautical trend with a lot of stripes and blue and white.
The travelling jetset crowd from the 70´s gives us inspiration to decorated tunics and kaftans.

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