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Hanging Out With H&M's Ann-Sophie Johansson

We have exclusive deets on the brand's A/W collection!
Hanging Out With H&M's Ann-Sophie Johansson We have exclusive deets on the brand's A/W collection!

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.

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What was the starting point of the collection? 

We really wanted to make something that was sporty and functionaland practical alsoand 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. 

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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.

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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 functionalthat'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.

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