H&M Studio A/W 2014 is a limited-edition collection featuring hottest looks and statement pieces for the upcoming season. H&M Studio AW 2014 was showcased during Paris fashion week in February 2014 and gathered A-list guests such as Jessica Alba, Miranda Kerr, Jourdan Dunn & Solange Knowles.
Left: Jessica Alba & Solange Knowles Right: Miranda Kerr.
The collection is created by a core design team under supervision of Ann-Sofie Johansson (Head of Design, New Development)
Throughout the collection, feminine meets masculine, with men’s blazers, biker and aviator jackets worn over draped tops and dresses.
Our Favourite looks from the collection.
The limited-edition collection will launch on September 4, 2014 in selected H&M stores in Saudi Arabia.
We had the opportunity to talk exclusively with Ann-Sofie Johansson about her beginnings, position, Sustainability and her favourite pieces from the upcoming collection.
- From working at an H&M store to becoming head of design for the New Development Department, walk us through that story line.
After high school, in 1984 I began my studies majoring in art science at the Lund’s University, but my dream was becoming a fashion designer, so I studied cutting and pattern making at Malmö University. Then in 1987 I started working as a sales assistant at an H&M store, thinking it was the best way to apply for a job at the design department. H&M was my number one choice because it was my fashion destination whenever I went shopping. They always had everything you were looking for. While I was working as a sales assistant at H&M, I continued my education taking classes in fashion and advertising at Beckmans College of Design in Stockholm. Finally in 1990 I applied for a job as a design assistant position at H&M and, it was Margareta van den Bosh, today Creative Advisor, who hired me. From there on I worked at Divided and Ladies concepts as a designer; I was really flattered when they asked me to take on her role as Head of Design in 2008.
- As head of design, what do you exactly do? Do you design? Or do you have a team of designers that you work with?
I work with a close team of about 10 persons to create the special collections that we introduces to our customers – like now with H&M Studio collection, but also All for Children or Conscious Exclusive. I do not design much myself these days, but I oversee the work of my colleagues.
- H&M is now known for their hottest designer collaborations. How much does this fact reflect on H&M?
It is very good for the brand, of course. It also shows that we are a design driven company, both when it comes to these collaborations but also with our own collections created by our own talented in-house designers- like now when we launch the H&M Studio collection.
- Looking good should do good too. And one of our favorite H&M collections is the H&M Conscious line. We were able to wear ethical sustainable clothes that were very fashionable. How do you feel about it, and where do you see it going in the future?
Being sustainable is something that is very important to us and that encompasses everything we do. To me it is both to take the social responsibility as a company that we should do, but also because it is expected not only by our customers but also if we want attract new talents to start working for us.
- It’s obvious that by now H&M is a big global name in the fashion retail industry. I know that I can walk into a store in my home Saudi and find a lot of looks that I get to take home with me, knowing that another girl in UK, Hong Kong and even Mexico would feel the same as well. How challenging is it to basically design for the whole world and be successful around it?
Fashion today is global, inspiration is available to everybody at the same time and trends can occur anywhere and travel the globe within days. I think that is the fun of fashion today, the aspect of it being so globally accessible and at the same time trying to create collections that appeals to all our customers and that can add to their personal styles.
- Could you share with us your must have three pieces from the A/W 14 collection?
The off-white a-line jacket – wear with wide trousers for a wide on wide silhouette that feels new and exciting.
The slip dress as a wardrobe staple, worn on its own or for layering.
The red boots – wear with anything for an instant kick.