Emirates Woman talks exclusively to H&M’s head designer Ann-Sofie Johansson and fashion illustrator, Moa Bartling, about the exciting and vibrant new H&M Studio spring/summer 2015 collection.
As the Miami-inspired H&M Studio collection hits stores across the UAE, we talk to the the women behind the illustrious range.
#EWmeets… Moa Bartling, Print Designer, H&M
So what does your job entail?
My job is very creative and great fun! My work focuses around producing illustrations that are focal points of our collections and creating garment prints.
What’s the most exciting part of your job?
Definitely seeing the final result of any project we are involved with. It’s always very exciting to see the end result of anything you put so much of your effort in.
What’s the hardest part of your job?
Never having enough hours in the day!
What was your inspiration behind the H&M Studio spring/summer 2015 illustrations?
The biggest inspiration was the summertime. We wanted our collection to be light and breezy so that when people wear it they don’t associate it with that hot summer feeling. We’ve been trying to capture that relaxed Miami and Palm Springs vibe, especially through the colours we used.
Your illustrations are gorgeous, what painting technique did you use?
Thanks! I used various watercolour techniques and then brought the collection together using digital techniques.
How do you want people to perceive the collection?
I want them to really feel like they are in Miami on a warm and breezy summer day.
What’s your favourite piece from the latest collection?
The blazers are fantastic.
What does style mean to you?
To me style means being confident, and creative, in whatever it is you are wearing.
Describe your own sense of style
I love anything that gives me a sharp but confident silhouette.
Best piece of advice?
If you give love, you get love.
#EWmeets… Ann-Sofie Johansson, Print Designer, H&M
So what does your job entail?
My jobs involves collaborating with the brand to build collections such as the Studio lines. I am also involved in working with the guest designer collections.
What’s the most exciting part of your job?
Working with fashion is always exciting and inspiring. There are always new projects and new collections to be involved with and you grow with each one.
What’s the hardest part of your job?
The need to have your finger on the pulse of current trends at all times.
What’s the storyboard behind the collection?
Miami, Palm Springs, summertime – these are our key themes throughout the collection.
What’s the process you go through when designing fashion?
It’s never the same. Sometimes it’s easy and straightforward and other times there are a lot of discussions that go back and forth. However, that kind of creative energy is what is needed to ensure a successful collection.
What inspires you?
The people I meet, the art and music scene and travelling whenever I am able to.
Favourite project you’ve ever worked on and why?
The Studio collection, which we showed in Paris. It was the ultimate challenge to produce a collection that was going to be showcased in the fashion capital of the world.
What’s your favourite piece from the latest collection?
I love the blue brocade pyjama and the hats.
What does style mean to you?
Style is feeling secure and confident in what you’re wearing. Not following trends but creating your own. Style is more stable than the more fickle trend.
Describe your own sense of style?
I’m very eclectic and almost tomboy like. I like to feel comfortable in whatever I wear.
Best piece of advice?
Fight for your creativity!
The H&M Studio spring/summer 2015 collection is available in stores now.
