A Journey of Innovation, Disruption, and New Beginnings

After 3.5 years of working as a consultant with the incredible team at H&M Group’s Innovation Hub, The Laboratory, I can’t help but feel like I’ve been on the wildest, most fulfilling ride of my career. I’m filled with gratitude, excitement, and a hunger to continue exploring, disrupting, and scaling innovation.

But this journey wouldn’t have been possible without the unwavering support of some incredible women. After the bankruptcy of my former company, I found myself at a crossroad. That’s when Nanna Andersen , the head of our investment arm Group Ventures, reached out and took me under her wing. I had pitched (unsuccessfully) to her multiple times with my previous company, but it was Nanna’s belief in me that gave me the strength to keep moving forward and challenge myself in new ways. I will forever be grateful, and I will never forget.

Nanna recommended that I meet with Anna Tillberg Pantzar , who would go on to be my manager for many years. Anna became a role model for me—a strong, morally-driven leader who inspired me to push boundaries and stay true to my values. Her guidance has been invaluable, and I’m forever grateful for the lessons I’ve learned from her.

Diving headfirst into the Future of Production vertical has been one of the most thrilling chapters of my career. From exploring new materials and cutting-edge textile processes to pushing the boundaries of innovative product manufacturing and end-of-life (beginning of new life) technologies—I’ve been in my element and loved every moment of it.

One of the highlights of this journey has been working closely with my dear partner in change-making— Esther Haitink . Together, we were on a mission to tackle the most pressing challenges in the fashion industry within the Future of Production vertical. She is brave, fearless, and one of the smartest brains I’ve ever come across. Alongside genius-in-the-making Dean, Tan Yun Xiang and the amazing Beyond team in Berlin ( Oliver Lange , Anne, Timo Wolf ), I’m so proud of what we accomplished as a team in the projects we explored together.

Kicking off the Future of Design vertical with Emilia Stj?rnstr?m Nilsson and Lena Dahlstr?m was another incredible milestone. The opportunity to bridge knowledge from Production and explore what the future of design holds was like opening Pandora’s box—full of endless possibilities. Emilia, with her system-thinking mindset, entrepreneurial spirit, and kindness, and Lena’s sharp intellect and deep curiosity pushed our ideas further to uncover new insights.

The Lab was more than a workplace—it's been an innovation family. Together, we created something magical, something that will stay with me forever. Each of you has touched this journey in ways that words can hardly capture, and I’m grateful to count you all as close friends. The memories we’ve made and the accomplishments we’ve shared have made this experience truly unforgettable.

Throughout this time, I’ve been deeply inspired by the over +500 innovators and start-ups I’ve had the privilege to meet. Their creativity, determination, and drive have fueled my own commitment to pushing the boundaries of what’s possible. The ideas and energy they bring to the table are nothing short of transformative— real change can only happen through collaboration!

As I look ahead, I’m not just ready for what’s next—I’m eager to disrupt, to rebuild, and to be brave enough to embrace bold opportunities. The future isn’t just wide open; it’s ours to rewrite. Let’s have the courage to challenge the very core of the fashion industry and lead a transformation that secures the future of our planet, empowers people, and redefines success and sustainable growth!

Alexandra Frid Razola Lia (Linda) Arvidsson Jonathan F. Beatrice Backman Jo Hickson Francesca Carnevale Clara ?hling Rebecca Hachana Charlotte Heiman Anna Kj?lstad Svedu Anna Bergare Lina Lind Fredrik Anvret Lovisa Axen Kristina Pettersson Sandstr?m Andrea Rosengren Sara Svalberg Johanna Schwarz Klingspor Maria Kirilenko Johanna Heurlin Rickard Hall Oskar Bj?rkroth Fredy Akal