H&M Creative Consultants Talk About Brand Stories

The forty-sixth "Hongkong Fashion Festival autumn and winter series" hosted by the Hongkong Trade Development Council (TDC) and the 13 "Hongkong international fashion collection" are being held at the Hongkong Convention and Exhibition Centre in the same period.

During the exhibition, the conference arranged nearly 60 exciting events, including a number of fashion shows, different themes of fashion industry seminars and exchange activities.

Yesterday, the Congress invited the H&M creative consultant Margareta van den Bosch, who was praised by the Swedish fashion mother, to host the sharing meeting and exchange with the industry, to unravel the mystery behind the creation myth.

In this rapid new era, the Swedish fashion brand H&M has become one of the largest fashion chains in the world with its fashion and high price.

At the sharing conference, Margareta introduced that H&M currently has branches in 55 countries, and the design team has increased from the initial 7 to 250. The designers come from 20 different nationalities, including Japan, Europe, America and South America.

Although H&M has been identified as Fast Fashion, Margareta emphasizes that its products are not all mass production, but also exquisite handwork. Designers make use of mixed match and contrast design to create different styles.

"For example, we add the elements of party clothes to casual clothes, combine adult with Bobbi style, or mix and match different materials and accessories," she said.

To meet the consistency of brand image, she said, the products of the global H&M outlets are the same, but the size of the products will be different according to the customers' shape. Among them, the Egyptian customers demand brands not to design exclusive series for them, because "they only want others, and I also have them."

In 2004, the brand accepted the department store's proposal and first launched a joint series with the high-end fashion brand crossover.

Since then, H&M has opened the way for mass fashion brands to collaborate with famous designers and celebrities. It has worked together with Karl Lagerfeld, Stella McCartney, Viktor &Rolf, Comme des Gar ons, DES, and singer Madonna (star) and star Beckham.

Mention that cross brand cooperation is not a coincidence. Fortunately, every cooperation is very smooth.

Asked whether cooperation with celebrities is only nominal, Margareta said that although celebrities are not designers, they also have their own fashion views, and brands will design joint series according to their styles and interests.

"With Madonna, she provided her favorite clothes for reference. We asked her to choose the patterns, colors and themes that she liked, and she was also involved in the trial."

Margareta continued.

It is a new trend in fashion design. H&M also intends to cooperate with other sports brands.

from

The "Hongkong youth fashion designer creation competition 2015" (YDC) was first presented in January 20th.

In this competition, Margareta was invited to be judged by guests. He was asked about the impression of young designers in Hongkong. She thought Hongkong young designers were quite professional and high quality.

She also pointed out that in the performance competition, many contestants chose to design evening wear and party clothes. Their inspiration was storytelling, and they were good at expressing different colors and materials. This is rare in Europe.

She said that the past design apprentices learned mainly through the form of apprenticeship, but now the market competition is fierce, apprentices must have knowledge of tailoring and so on. The design department comes from the inevitable condition: "young designers may have to work for several years, accumulate some experience and connections before starting their own brand."