NAME Ann-Sofie Jo­hans­son COM­PANY H&M

The Mail on Sunday - You - - Fashion Report -

Ann-Sofie, 54, is an H&M lifer, cel­e­brat­ing 30 years at the com­pany this year. Af­ter fall­ing in love with the brand as a teenage shop­per in her na­tive Swe­den, she got a job as an H&M shop as­sis­tant in 1987, work­ing part-time while study­ing fash­ion and art. She then be­came a de­sign as­sis­tant be­fore work­ing her way up to her cur­rent role of cre­ative ad­vi­sor, which sees her briefing a de­sign team of 300 and com­ing up with H&M’s pi­o­neer­ing, renowned de­signer col­lab­o­ra­tions. She lives in Stock­holm with her hus­band. H&M is launch­ing eight new on­line mar­kets this year across the world and open­ing around 430 new stores. The H&M group (which in­cludes Cos, & Other Sto­ries and Monki among oth­ers) un­veiled its eighth brand, the up­mar­ket and min­i­mal Ar­ket, in Lon­don this au­tumn. be­ing the high street’s Mys­tic Meg: ‘My job is to give the cus­tomer what she wants and know what she wants be­fore she does,’ says Ann-Sofie. ‘Some years back, it took ages to con­vince cus­tomers that skinny was the sil­hou­ette for the bot­tom half – it took ten years of do­ing skinny trousers in dif­fer­ent fab­rics and colours be­fore peo­ple caught on. And now it’s tak­ing as long to move away from that sil­hou­ette. We are try­ing with slouchy, wider-legged trousers but skinny is still there. We have to of­fer both op­tions, but we won’t give up! That push for change comes from a gut feel­ing, based on years of ex­pe­ri­ence.’

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