Helena, you are one of the most powerful women in the global fashion industry.

You sell billions of products to millions of people.

So if we were to just start with the very basics, what do you wear?

So today I'm wearing an H&M blazer together with an archette polo shirt underneath.

How do you choose your clothes?

So usually, I mean, if you would see my wardrobe, it's obviously a mix of brands, mostly from H&M Group.

I mix what to wear more from my personal style, I guess.

So right now I buy a lot from, I think H&M ladies has done a fabulous job.

And also COS has, with such great confidence, also refined both the brand, but also their

collection to be more, more edgy. So I've bought a lot of that collection.

What are the global trends now in fashion? Well, it's still, after the pandemic, of course, there's some kind of counterreactions

when it comes to more colour. People need colour.

The party will be, you know, true party with a lot of glitter and dresses and so forth, which will be fun. It seems like

people really want to meet, socialize and have fun again. The tailor trend is more relaxed still.

So if you would think blazers, for example, without lining, if you would see trousers,

could, for example, be with drawstring see trousers could for example be with

draw string these type of details but we have a lot of colors together with

neutrals such as pink and green and these kind of stronger colors okay so

we are we are celebrating the end of COVID basically well I think we're

celebrating coming together again.

Yeah.

Well, sounds like I need to visit my wardrobe a bit here.

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