Zinnia speaks with H&M Creative Director & Advisor Ann-Sofie
I loved chatting with and going behind the scenes with Ann-Sofie Johansson H&M’s Creative Advisor and Designer Ella Soccorsi. Ella designed and selected each fabric for the Conscious Exclusive collection. Her passion and the stories behind each and every tiny design element was heart-warming. From the tiny crickets which adorn the jewellery, to the print inspired by a vintage wallpaper found whilst renovating and peeling back the layers – as though exploring time itself.
Ann-Sofie Johansson H&M Creative Advisor was such a joy to speak with. Her insights, knowledge and optimism are infectious. We discussed our interests, progress, innovative fabrics, the differing interpretations behind the word sustainability, what we look for in personal style, the impact of fast fashion, circularity among many other things. I feel we struck a chord on our shared passion for ecology, innovation, sustainability, and the hopeful future of circular fashion.
The sustainable fashion & recycled fabric sector is so new that the machinery and processing methods are still incredibly costly. Innovation investment (as with the Global Change Awards) helps cut the costs of manufacturing sustainable fabrics via supporting technology diffusion. Making the technology which processes waste into fabric cheaper and more accessible for whole industry to use, which helps smaller – medium sized players cut their costs. Which in turn reduces the traditional premiums associated with sustainable fashion whilst also increasing accessibility for consumers.
Have a watch of our Stockholm-London chat.