From stables to the power corridors of fashion, Ann-Sofie Johansson, H&M’s head of Womenswear Design, has had quite a journey. Growing up in Sweden, she says she was always in the stables, taking care of horses and going on rides. “I wanted to become a vet but I didn’t have the grades for that,” she laughs, adding, “At the same time, I was also interested in fashion.
I drew a lot of sketches, did a lot of designs. My mom was a seamstress and stitched them for me.” There are kaftans, sun dresses and matching sets inspired by the warmth, energy and rich culture of Brazil In 1987, 25-year-old Ann began her career with H&M as a salesperson at a store in Stockholm.
Sure there were other brands she could have joined but H&M for her was “this magical place” where she always found everything sartorial she was looking for. “They could read my mind. I thought, being a designer at H&M must be the most amazing thing,” she says.
So, she joined evening classes in design and pattern making. Eventually, Ann put together a portfolio and bravely sent it to the then head of Design, Margareta van den Bosch. And soon, she started off as designer assistant.
Ann-Sofie Johansson, head of Womenswear Design and creative advisor Ann’s association with H&M spans 37 years. She is also thecreative advisor. “I am growing with the company.
Back then the brand was present in six countries — Sweden, Denmark, Norway, Germany, the UK, and Holland. But now, it is in 70-plus markets,” .
