Ann-Sofie Johansson, the head of Womenswear Design at H&M, has journeyed from stable life to the forefront of fashion. Growing up in Sweden, her passion for both horses and fashion was evident early on. While her dream of becoming a vet didn't materialize due to academic constraints, her love for design flourished, supported by her mother's skill as a seamstress.
In 1987, at the age of 25, Ann embarked on her career at H&M as a salesperson in Stockholm. Despite other options, H&M held a special allure for her, being the one-stop destination for her sartorial needs. Inspired by the brand's ethos, she pursued evening classes in design and pattern making, eventually catching the attention of the head of Design, Margareta van den Bosch, with her portfolio. This marked the beginning of her journey as a designer assistant at H&M.
Over the course of 37 years, Ann has witnessed and contributed to significant transformations within the fashion industry. Fashion today, she observes, is characterized by greater diversity and fluidity, offering more freedom for self-expression. Gone are the days of singular trends dictated by fashion runways; instead, the landscape is defined by a multitude of styles and influences, allowing individuals to curate their own unique identities through fashion. | BGNES