BACKSTAGE WITH H&M

I was lucky to interview the talented design chief from H&M, Ann-Sofie Johansson, about the Fall 2013 collection, that was presented on the catwalk during Paris Fashion Week in february. She has together with her team created a very strong collection, that has both masculine and feminine references.. The collection will be launched tomorrow, both online and in selected shops in Denmark. Featured is also some very exclusive backstage picture from both her working process and at the show in Paris – the interview will only be in english!

Jeg var heldig at få et interview med den talentfulde design chef hos H&M, Ann-Sofie Johansson, om efterårs 2013 kollektionen, som blev vist på catwalken under Paris modeuge i februar. Hun har sammen med hendes team skabt en rigtig stærk kollektion, der byder på alt fra maskuline oversized jakker til feminine kjoler og flæser skjorter. Kollektionen bliver lanceret i morgen og kan købes online, samt i udvalgte butikker i Danmark. Her kan du også se nogle eksklusive backstage billeder fra hendes arbejdsproces og fra showet i Paris – interviewet er på engelsk!

How did it feel to show your collection for the first time during fashion week in Paris?

This was not our first show, we have had previous fashion shows in the past, but it was our first at the same time as Paris Fashion Week. And that was a fantastic experience. It is so much team work behind a show like this and it felt wonderful and a bit emotional when the models entered the catwalk.

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What is your inspiration for the collection?

Drama with a tomboy spirit. The collection mixes tailoring with glamour to create a contrast full of tomboy spirit. We thought of a gang of girls hanging out, having fun and the collection should feel cool and effortless just like those girls. A lot of black and navy together with off white, nude and a flaming red accent.Heavier fabrics like leather, wool, velvet, knits and then more delicate silks and chiffons.

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Do you compromise with the materials, when you design for H&M?

We have a wide range of collections and garments so our choices in material also has a wide span. This collection holds fantastic materials such as wool and leather. 

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H&M has an amazing sustainability policy, did that effect your choice of materials in your designs?

Sustainability is something that encompasses everything we do so  yes it also leads material choices. For example we do not work with real fur in any way. We also have specific collections, our Consious collections, where we create fantastic garments out of more sustainable materials.   

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Do you have a muse or where do you get your inspiration from? 

I don’t have a muse, but I get inspiration from a lot of different things like exhibitions, books, architecture, street styling, etc..

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