Can you explain your role as head designer of H&M HOME?
The head of design role is a creative leader role. It is about encouraging and inspiring other designers and securing that our visions are clear and that our collections are inspiring for our customers. As head of design I lead the overall vision and help secure that the vision is kept all the way through to our products. At H&M it is all about team work and we love creating trends, colours, prints and materials together.
How does it feel to be in charge of the overall vision as opposed to designing the actual products?
What drives you to become a designer is the love of design and product. When you have been doing product design for some time, it feels natural to take a step to work more with the bigger picture conceptually and lead other creators to