The brief. H&M Menswear sells the same collection in markets as different as Stockholm, New York and Shanghai. Every season the graphics have to feel current and specific, yet work for millions of customers and survive large-scale production.
My role. As Senior Print Designer I lead the seasonal print concepts and visual direction for the global menswear collection. I own all jersey front prints and contribute to all-over prints, shirts, outerwear and knitwear, working closely with the concept designers to turn each season's direction into garments that sell.
The craft. Much of my work is pushing what a print can be at that scale. I research and develop new techniques and embellishments, like chenille and chain-stitch varsity patches, moulded rubber and metal badges, PVC, complex embroidery and custom metalwork, so a commercial piece still has the detail of a collector's item.
Chinese New Year 2023. For the Year of the Rabbit collection I designed the graphics for a capsule of varsity jackets and pieces built around a rabbit character, mixing chenille, satin and embroidery for a celebration aimed squarely at the Chinese market.
The team. I onboard and mentor junior print designers, coach them on graphic techniques and production standards, plan their workload around commercial deadlines, and set up structured two-way feedback loops within the team.
