H&M’s designer collaboration series has been a major success over the past two decades, featuring high-end brands like Versace and Stella McCartney. The latest collaboration is with Magda, a female-led brand, making it a significant milestone in the industry. H&M’s head of design, Ann-Sofie Johansson, emphasizes the importance of working with a brand that has a clear DNA and design aesthetic, and Magda fits the bill. Johansson notes that it’s special to see a woman designing for women, as this is still a rare occurrence in the fashion industry. The collaboration is a partnership where the designer takes the lead, and H&M supports, resulting in a unique blend of the designer’s vision and H&M’s global reach.
