It’s Stockholm Fashion Week and Sleek is surrounded by a cluster of fellow journalists, bloggers, editors and fashion personalities at the junction of the city’s Master Samuelsgatan and Queen Street (Drottningen, one of the capital’s main shopping arteries). From this vantage point, it’s possible to turn 360 degrees and see the familiar scarlet glow of H&M signs in all four directions. There are 36 stores in the retail giant’s home city (not counting sister brands like COS) and a fellow journalist jokes that the Swedish capital should soon be renamed H&M-on-sea. It’s true that the chain has cultivated an unprecedented visibility in high street style globally, but today we’re here to meet H&M’s Head of Design, Ann-Sofie Johansson, to talk about what the future of fashion might look like.
It’s Stockholm Fashion Week and Sleek is surrounded by a cluster of fellow journalists, bloggers, editors and fashion personalities at the junction of the city’s Master Samuelsgatan and Queen Street (Drottningen, one of the capital’s main shopping arteries). From this vantage point, it’s possible to turn 360 degrees and see the familiar scarlet glow of H&M signs in all four directions. There are 36 stores in the retail giant’s home city (not counting sister brands like COS) and a fellow journalist jokes that the Swedish capital should soon be renamed H&M-on-sea. It’s true that the chain has cultivated an unprecedented visibility in high street style globally, but today we’re here to meet H&M’s Head of Design, Ann-Sofie Johansson, to talk about what the future of fashion might look like.
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