How I got my job... as an H&M fashion boss

I set my sights on becoming a fashion designer. It was a big dream, but
I read a careers feature about an H&M buyer who’d started there as a sales assistant. I applied for a job at my local branch, hoping that maybe it could be a stepping stone into the industry for me, too. Getting shop-floor experience was really valuable – it’s important to meet the customer and find out what they want.

I wanted to become a designer at H&M so badly that I plucked up the courage to write a letter to the then head of design, Margareta van den Bosch. She agreed to meet me – I showed her my portfolio, and she must have seen something in my work that she liked, as she then offered
me a design assistant position.

I was a designer for 14 years and loved it – fashion is continuously evolving, so no two days are ever the same. People have always been my main inspiration – what the public want and how they wear it, whether it’s a fashion blogger or someone I see shopping in Stockholm.

I moved from the teen department to ladieswear. As a designer, there’s lots to consider: moodboards, samples, fittings. The biggest challenge is having ‘hanger appeal’ and catching a customer’s attention instantly, but also retaining it long-term.

I was in charge of the overall design direction, working with 140 designers. I learnt to balance listening to our customer with trusting my instincts. I remember when we first started selling skinny pants – they took ten years to become popular. You have to believe in your research, and yourself.

I oversaw the special collections we show in Paris and our Conscious Collections – they can be more daring than our ready-to-wear ranges. I’d always been clear about my ambition, but my rise took time. Now, when we hire younger designers, I always say patience is key. Yes, it’s important to be passionate, but sometimes it’s about learning and playing it cool.

It was such an honour to be named creative advisor. It’s such a fun job! I’m out of the office a lot more now – I travel lots, meeting press and acting as spokesperson for H&M. I look at the brand as a whole to see where we need to go next. Now, it’s about being a visionary.

Scroll down to see the pieces from H&M's recent Conscious Collection that are on team GLAMOUR's wish-list...