As the Head/Concept Designer at H&M, Eliana Masgalos has left an indelible mark on the world of womenswear.
She brings a unique blend of creativity and leadership to every project. With a passion for crafting contemporary aesthetics that resonate globally, Eliana’s latest Ramadan offering for H&M draws inspiration from the beauty of nature, presenting a botanical-infused collection that celebrates new beginnings.
In a quick chat with Emirates Woman, the designer talks to us about creating occasion-based collections, balancing innovation with commercialization and defining the key to staying relevant in this ever-evolving fashion landscape.
Can you share more about the inspiration behind the floral theme of the limited-edition Ramadan collection, and how did you translate that inspiration into the designs and colour palette?
This collection really channels the wonders of the natural world, in particular the essence of a garden in bloom. There is a mood of celebration, renew and vibrancy. The colour palette nods to all the hues you find amongst nature and florals, including soft pastels and vibrant pinks. And all the silhouettes are inspired by the shapes of flowers and petals – you see that in the volumes, the flowing longline styles and the beautiful cascading layers. These kinds of shapes really allow the wearer to move with elegance, grace and fluidity – it’s very timeless and wonderous, as a collection. It’s very fresh, but dramatic too, so perfect for the joyous mood of Ramadan festivities.
As the Head Designer/Concept for the Womenswear at H&M, how do you balance innovation and commercial appeal when developing new collections like this limited-edition Ramadan line?
The collection is really special in the way that it combines show-stopping pieces with simpler designs offering a fresh twist on customer favourites. The boldness and innovation really come in the finishes and inspirations – and the way we have channelled botanic richness in the collection’s floral prints and voluminous forms. These are really couture-feeling silhouettes. And yet the collection is also full of beautiful daywear looks, perfect for garden parties and other sunny celebrations. At H&M, we always think about balance – we want our collections to offer both inspiration and wearability.
The Ramadan collection seems to offer a diverse range of styles, from bold daywear looks to simpler designs. How do you ensure that each piece tells a cohesive story while catering to different customer preferences?
Here, the sense of cohesion really comes from the nature inspiration and the way the collection is really united around botanics. We want to offer something for everyone, while also have a strong sense of inspiration, and I think the floral palette and nods to petals, buds and blooms really keeps a sense of wonder within a broad range of looks.
With your extensive experience in the fashion industry, particularly with global brands like H&M and Inditex, how do you see consumer preferences evolving, and how does that influence your design approach for collections like this one?
I think our customer is always evolving and their tastes are super discerning – they like to be inspired, they like collections with a purpose and vision, and they are passionate about storytelling and versatility. I strongly believe that this collection embodies all those values – these are inspiring pieces that will offer modernity, glamour and a sense of freedom, because they can be styled and made original in various ways.
What advice would you give to aspiring designers looking to make a mark in the fashion industry, particularly in terms of staying innovative and relevant in a constantly changing landscape?
Stay true to yourself – never lose what makes you unique. That’s really an ethos that all of us have at H&M and it’s something we always say to people we work with. We believe that the strongest designers have their own visions. If you look at all the designer collaborations that we have done over the years, we always try and promote and empower designers to encapsulate their own special DNA and distill what makes them utterly unique. Our customers respond to that always – they love and admire authenticity.
The limited-edition Ramadan collection 2024 is now available in-stores and online.
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Images: Supplied by H&M
