Quick Question
Now, Ann-Sofie Johansson is dressing stars in the brand for the Met Gala.
Whenever I wanted to have something, whatever it was, I could find it at H&M.
Her goal was to get a feel for the brand inside and out.
It took a couple of weeks to be able to collect the courage to be able to phone her.
The rest is history.
How did you feel when the top design position was offered to you?
To be honest, I don’t know if you’re ever ready for such a role.
It was super exciting but a little bit scary.
There were so many people to get to know, because it was a big design team.
It can also be challenging to stayon trend,but we have different tools for doing that.
If the timing is right, we can go ahead and make it for all our stores.
What was the process of designing Met Gala looks for the stars?
The theme wasSleeping Beauties.
They found little features, decorations, and certain shapes that are now part of the dresses.
We talked a lot about flowers, and buds, and petals, and blooming.
I was also thinking a lot about pinks and periwinkle those kinds of soft hues.
We were aiming for striking dresses that photograph well.
It was quite the process, but we had beautiful results.
Readingand art [exhibitions are] very much part of my research in a way.
But at the same time, I find it kind of relaxing as well.
It gives me a lot of energy and inspiration.
I ask myself, “Am I a loser or is it good?”
But I find that it’s been good to be able to stay this long.
I think the benefits are that you get so much experience from the company, and knowledge within it.
Because I have that heritage, it means I know that there have been challenges.
Its important to sit down and to go through what you have done throughout the year.
What have you achieved?
What do you do well?
What can you change?
Because there are always things you might do better.
Get really clear with that so that your boss doesnt have to bring it up for you.
Also, don’t push it too hard.
For me, nothing has ever come from pushing or shouting or screaming about my salary.
It’s better to just be self-aware and speak your point.
Be nice because you never know when youll meet someone again.
A black tuxedo blazer with a white shirt and my big rings.
My biggest thing is to be prepared.
That takes away the pressure.
Whats in your hype playlist?
I love [Beyonces] duet with Miley Cyrus,II MOST WANTED.
Whats the best piece of advice youve received from someone in the industry?
Be nice because you never know when youll meet someone again.
What advice would you give young designers who are having a hard time developing their point of view?
It’s very difficult to shield yourself from what is going on in the fashion industry.
So take that in, look around, and then you have to step away.
What is your thing?
Youve done a lot ofH&M designer collaborations,which are always highly anticipated.
Could you tell us your favorite?
Rokhwas here just a couple of weeks ago, and it was a really fun, creative experience.
We had really good teamwork.
He was super happy with the collection.
And so were we.
He came to Stockholm many times.
We treated him to so many Swedish sweets and Swedish food and he had to try every one.
He was such a good sport.
Usually we travel to the designers country, so it was special to have him here.
This interview has been condensed and edited for clarity.
