Word: bosch
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According to colleagues, Van den Bosch is the person who most completely understands the H&M customer. "If it's too complicated on a hanger and if it's too avant-garde, maybe it's not us," Van den Bosch explains. However, risky, unpopular colors or shapes are always possible. "You can have everything, but you have to think about the right quantities...
Although she oversees the design of the more than 500 million items that H&M sells every year, Van den Bosch is not an international celebrity like Karl (Lagerfeld) or Miuccia (Prada). When Van den Bosch started at the company, H&M was mostly buying up collections offered by Southeast Asian agents and putting them together in the store like pieces of a mismatched puzzle. In the late '80s, Van den Bosch began building a design team, and today it has access to the latest in computerized design software and color-matching programs, tools available only to billion-dollar international...
...design studios, there are computers at every workstation, and the runways are only a click away. Miu Miu and Marc Jacobs are interesting references, says Van den Bosch. "Prada is a very good designer but not someone we should look too much at. [The clothes] are made up with very exclusive fabrics and are very worked." In any case, copying is strictly forbidden, and an H&M spokeswoman says there have been very few complaints. H&M keeps its eye on competitors' marketing strategies too. The company may even invite a "star" designer to oversee a special collection...
...pants. "It's a longing for femininity," says Ann-Sofie Johansson, the other co--head designer for Divided. Ladylike Audrey Hepburn dresses, full skirts and twin sets were the next logical step. Denim took a rockabilly turn with selvage. The fall runways substantiated the new direction, but Van den Bosch remains cautious: "We feel very much for narrow trousers, but the customers aren't ready." So H&M is offering intermediary versions as well, and the moment sales data spike, tens of thousands more pairs will be ordered...
Fast-forward several decades, and try to predict what historians will choose as the representative fashion of our decade. Will it be the ubiquitous Gucci ads featuring Amazons in tight leather? Nicole Kidman's haute couture Oscar gown? Probably not, says Van den Bosch. "If you don't see it on the people, it won't be a fashion...