How H&M and its first Head of Design, Margareta van den Bosch, wove a new thread into the fabric of the fashion world. When Margareta joined H&M in 1987, she laid the foundation for what the company’s fashion and design represent today. She recruited a design team and established a design process. H&M became a design-driven fashion brand, making fashion accessible to many, offering the possibility and freedom to express one’s personality and style — through what you wear and how you wear it. Many people have contributed to the company’s development and success, and some of them have been interviewed about their journeys for this book. Some come from the internal team, others are external collaborators — all part of the extended H&M family: designers, buyers, country managers, CEOs, communicators, sustainability experts, photographers and filmmakers, project managers, influencers, illustrators, and many more. Many have been with H&M since the beginning of this story, with Margareta; others joined the team later. Fashion is for everyone, and there is something for everyone in this book. Through the stories of a wide range of people — from Margareta and Stefan Persson (former CEO and Chairman of the Board, and son of H&M’s founder) to some of today’s most popular fashion influencers — readers will gain insights into business, communication, fashion, design, production, sustainability, technology, and much more. Margareta’s story, and those of her colleagues, depict an industry that is constantly evolving. Contrary to common perception, it is deeply personal, human, and honest. Readers will gain an understanding of how the industry works, through its people, and experience not only their expertise and experience, but also their boundless passion, creativity, humor, and warmth. Bokförlaget Langenskiöld. English. Paperback. 263 pages.