H&M’s Grand Return: Unveiling ‘Sleeping Beauties: Reawakening Fashion’ Inspired Designs At Met Gala 2024’s “The Garden Of Time.”

H&M marked its grand return to the Met Gala, dressing Awkwafina, Adwoa Aboah, Paloma Elsesser, Quannah Chasinghorse, Hari Nef, Stefon Diggs, and Victor Glemaud in custom pieces influenced by its archives since 1947. Under the creative leadership of Ann-Sofie Johansson, H&M made a spectacular comeback to the Met Gala this year with a vivid interpretation of the Sleeping Beauties: Reawakening Fashion theme. H&M’s in-house design team incorporates the elegance and femininity of the late ’40s and ’50s with a modern aesthetic, showcasing embellishments and soft color palettes.

Two standout pieces from H&M’s special collection archives—a peach ruffle-trimmed maxi dress crafted from recycled polyester made from shoreline waste and a pale pink gown made from organic silk, viscose, and recycled polyester—will be showcased alongside 50 historically significant items in the Costume Institute’s new spring exhibit. Initially part of H&M’s 2017 Conscious Exclusive collection, the items selected serve as an industry example of the emotional connection that fashion can have with the natural world.

Ann-Sofie Johansson is the Creative Advisor and Head of Women’s Design at H&M. Johansson started her fashion career in an H&M store in 1987 while attending evening design school to develop her portfolio. She contacted Margareta van den Bosch, H&M’s Head of Design, who saw her talent and recognized her commitment. Johansson’s dedication and passion led her from working in a store to assisting designers. She eventually became a designer and later led her team at the brand’s youth-focused department, “Impulse.” She then moved on to senior roles, where she created special collections and designer collaborations. Her story serves as a testament to her hard work and determination.

Amidst discussions on creativity and design, the conversation naturally drifts towards sustainability. Johansson emphasizes the company’s dedication to circular fashion and sustainable practices, from utilizing eco-friendly materials to encouraging consumers to maintain their garments longer. “We’re here to make the best for our customers and lead the change towards circular fashion,” Johansson asserts, underlining the commitment to sustainability that H&M pursues relentlessly.

Reflecting on her expansive career, Johansson offers sage advice for young designers to discover their unique voices. She said, “I think the first thing overall is to find your voice as a designer.” She added, “As a designer, your communication style and creative process must be authentic. Setting aside enough time for creativity to flow naturally is crucial, as it can’t be forced on a schedule.”

She emphasized the significance of showing respect, punctuality, and politeness toward others. These fundamental values apply to everyone, regardless of their background. Remember that learning is a journey, and one should not rush the process. Things will happen when they are meant to happen, and enjoy the present moment.

As H&M continues to innovate and expand its fashion influence, Johansson remains excited about the future. With projects like the Studio Collection and potentially more designer collaborations, she is poised to steer H&M through the evolving fashion landscape while maintaining the company’s ethos of inclusivity and accessibility.

Ann-Sofie Johansson’s journey with H&M isn’t just a career; it’s a lasting relationship where passion meets fashion, creating a world where each garment has a story, and every collection has a soul.