Ann-Sofie, ideally, how would you like to see your brand on today's market?

Our core business idea is stylish and quality clothing for an optimal price, and this is what we follow when putting together our business plans.

What principles do you use when inviting designers to work with you?

First of all, they must have the appropriate eduction and at least three years of experience in design behind them. Secondly, their desire to work at H&M is very important, as is their understanding of the company itself. And of course, we would like for them to be creative people. Over 100 designers of different ethnicities from different countries are currently working with us.

Could you tell us about Margaret can den Bosch, who worked for many years are the head designer at H&M? As I understand, to some extent she led you into this profession...

Yes, she was the one who hired me. I showed her my portfolio, and they took me on as a designer's helper. And for many years, Margaret was my tutor. She still works in the company and I'm very happy that we work together.

Ann-Sofie, what kinds of original promotion do you see for your brand on the world market, including Russia?

Firstly, the concepts we create are what allow us to promote the company on the world market. We make fashion that our clients and buyers want to see and accept. We always have buyers and consumers in mind when we are working.

Do you use standard promotional tactics or search out your own?

(Laughs) I believe that we use traditional approaches to market promotion. But working with famous designers creates buzz, attracts attention and without a doubt helps.