How H&M and its first head of design Margareta van den Bosch weaved a new fabric into the fashion world. When Margareta came to H&M in 1987 she laid the foundation for what the company s fashion and design is today. She recruited a design team and established a design process. H&M became a design driven fashion brand making fashion accessible for many people, offering the possibility and freedom to express your personality and style with what you wear, and how you wear it. There are many people that have been a part of the company s development and success, of which some have been interviewed about their journey for this book. Some come from the internal team, others are external collaborators, and they are all part of the big H&M family ; designers buyers, country managers, CEOs, communicators, sustainability experts, photographers and film makers, project managers, influencers, illustrators and many more. Many of them have been with H&M from when this story starts, with Margareta, others joined the team later. Fashion is for everyone, and there is something for everyone in this book. In reading about a variety of people, from Margareta and the son of H&M s founder, former CEO and chairman of the board Stefan Persson to some of the most popular fashion influencers, and many others in between, there will be insights about business, communication, fashion, design, production, sustainability, technology, and much more. Margareta s and their stories depict an industry that continuously changes, develops and grows. In contrast to how it's often is perceived, it s deeply personal, human and honest. The reader will get some understanding about how the industry works, through its people, and to experience not only their expertise and experience, but also endless passion, creativity, humour and warmth.