Fashion concerns everyone. What you wear can be a way to express your personality, your belonging and who you are. The Swedish fashion giant H&M offers fashion for many people, with a wide assortment, in nearly 80 countries worldwide. Most of us have some sort of relation with H&M, as customers or maybe just from H&M’s advertising campaigns or social media, or perhaps from reading about H&M in business press or about H&M’s sustainability work. But very few are familiar with the everyday life in fashion, with the people that create the collections, the communication, the ideas, the engagement and how it all works. We want to invite the reader behind the scenes in an industry in constant motion. It is, as opposed to how we often perceive the fashion world, highly personal, human and honest.
The reader gets to be part of the community of creators and will experience the passion, handcraft, collaboration, success and challenges, with humour and warmth. We will follow H&M’s first head of design Margareta van den Bosch and many others who together have contributed to building one f the world’s greatest fashion houses. There are internal colleagues and externas partners that have been part of the journey from 1987, which is when Margareta joined the company and the design team was established, to 2025; designers, buyers, country managers, CEOs, communicators, sustainability experts, guest designers, film makers, show producers and many others. The stories will hopefully inspire, and the reader will gather new insights about the industry that we, who have dedicated our careers to it, love. At least most of the time.
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