Ann-Sofie Johansson Ann-Sofie Johansson Ann-Sofie Johansson is a Swedish fashion designer, known for being the Creative Advisor and former Head of Design for retailer H&M. Johansson grew up in Ronneby, an hour away from Stockholm, Sweden. As a youth, she shopped often at H&M, calling it the "heaven of fashion". After first thinking about becoming a veterinarian, Johansson instead pursued art science studies and archaeology at Gothenburg and Lund universities – it was then that she realized she wanted a career involving artistic creativity. She took some evening courses in design at the Anders Beckman's School in Stockholm. In 1987, after deciding
2000s in fashion in the wake of new styles being offered quicker than ever before by retailers. Retail giants of the new millennium included H&M, Forever 21, and Zara. Notably, the retailer Target found major success in collaborating with various fashion designers for affordable designer pieces available for the average consumer. This trend in fast fashion allowed shoppers to own designer items at lower prices, also allowing the acceptance and production of copycat styles. Designers noticed their designs were being knocked-off, and decided to do something about it. In 2004, the retail giant H&M, a master in rolling out fast fashion, collaborated with