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In 1987, Ann-Sofie Johansson got a job at an H&M store in her home city of Stockholm, Sweden, not just to earn some cash, but also because she hoped to become a designer for the brand.

“During that time I also went to a lot of evening classes in design, and pattern-making, and art, and so on,” she says. “I put a portfolio together, and then I called Margareta van den Bosch, who was then [H&M’s] head of design, which was a little scary, of course. It took a couple of weeks to be able to collect the courage to be able to phone her.”

Once she got an appointment with Margareta van den Bosch, H&M’s then head of design, Johansson got bold and asked if she could work as a design assistant. The rest is history.