It’s hard to believe, but this is the start of the second decade for H&M’s designer collaborations.
ANN-SOFIE JOHANSSON: Nobody thought it would last this long. At the beginning, when we started with Karl Lagerfeld, we thought it was a one-off, really. It continued because it got a lot of attention, and created a buzz around the company, and also because we were approached by many designers. When they saw that we could do something with Karl, more people wanted to collaborate with us. Also, in terms of the designers who we choose to collaborate with, they can reach out to so many more people than they usually are doing with their own collection. It’s a nice situation for both parts. As long as our customers appreciate the collaborations, we’ll continue, of course.