Ann-Sophie Johanssen, H&M's Head of Design, is the mind behind the brand's compelling and innovative line that shows every year in Paris. We caught up with the designer for a short Q&A about runway inspo, fashion versus functionality, and creating what's cool.
Kendall Jenner walks the H&M runway.
What was the starting point of the collection?
We really wanted to make something that was sporty and functional—and practical also—and then add a glamorous side to that. Space is also an inspiration, and you see this in the sparkles, the print, which is almost like flames, and the space shapes.
How long do you think this trend for functional and casual will last?
I think it will last for quite a long time because it has chicness and elegance and a little bit of tomboy.
Gigi Hadid wear's the brand's fiery custom print, sporting fall's big dress-over-pants trend.
What's cool now?
I think the coolness comes from someone that really wants to be fashionable but in a casual way. Fashionable and functional—that's cool. People want to be able to walk in a fast pace and still look good. They want to keep warm and still look fashionable, so we have those big jackets with a lot of volume, then you can put a turtleneck underneath, so you can keep warm and look good at the same time.
To read the rest of the interview and see more from H&M's A/W Collection, download a copy of our September issue here.