Available to hire
With design as my foundation, I am a driven and accomplished fashion professional with over a decade of leadership experience in the industry. I have successfully created private label brands and developed ready-to-wear collections in my roles as assortment, design, and production manager and concept designer.
My expertise covers the full spectrum of product management—from trend analysis and assortment planning to design, product development, buying, and production—always with sustainability as an integral part of the process. I have primarily specialized in women’s fashion and equestrian products, while also working with menswear and childrenswear. I bring an innovative mindset and deep knowledge of design thinking, combining creativity with analytical insight. My strength lies in translating trends and customer insights into strong brand identities and product strategies, driving projects from initial concept to successful market launch. I am curious, transparent, and collaborative, leading by example and fostering teamwork to deliver exceptional results.
Experience Level
Expert
Expert
Expert
Intermediate
Intermediate
Language
Swedish
Fluent
English
Fluent
French
Advanced
Italian
Advanced
Work Experience
Design & Production Consultant at Schönbäck Design
November 1, 2018 - PresentRunning an independent design and production consultancy serving fashion and sport clients (PS of Sweden, Nitton Sports, NOOH NOOH, and The Equemist). Responsibilities include assortment strategy and range management, trend analysis and brand development, product design with tech packs and print design, measurements lists, and production management and follow-up.
Co-Founder & Head of Design & Production at NOOH NOOH & The Equemist
November 1, 2024 - October 22, 2025Co-founded two equestrian e-commerce brands with vegan riding boots and sustainable products, and advanced anatomical bridles; led assortment planning, design, product development, production, and follow-up; managed production timelines, negotiations, budgeting, pricing, and purchasing; built supplier relationships and sponsored riders; managed shop planning for horse fairs and trade show presence; conducted supplier trips.
Head of Assortment & Design at PS of Sweden
September 1, 2022 - October 22, 2025Led a three-person design team; developed the assortment strategy and seasonal and three-year plans; conducted price strategies and competitor analysis; launched running staple 'carry-over' collection; conducted brand and market analysis; managed top-priority anatomical leather bridles line from concept to production and launch; defined technical specs and production schedules; supported e-commerce platform transition to Centra; international supplier trips.
Partner & Agent at KLOT DESIGN & PRODUKTION AB
March 1, 2021 - October 22, 2025Co-ran a textile production agency offering strategic advice, sales, design, and production services to Swedish fashion and sports companies with a sustainable focus; design execution and production follow-up; partner evaluations (BSCI, Sedex, SA8000); negotiations, budgeting, pricing, and supplier/client agreements; built strong relationships with partners and collaborated with suppliers in Lithuania, Portugal, Turkey, and China.
Design & Production Manager at The Shirt Factory
November 1, 2018 - October 22, 2025Revitalized and defined the brand identity, overseeing design and production for a 30-year-old shirt brand; managed the entire assortment development including trend direction, color, prints, design, fitting, and production; modernized the assortment and processes; purchased fabrics and accessories, attended international textile fairs, and supervised production in Turkey and Thailand; established the company’s Code of Conduct for suppliers.
Head of Design Women's Fashion at Åhléns AB
August 1, 2016 - October 22, 2025Design manager for one of four business areas with a yearly turnover around SEK 750 million; led a design team and oversaw private-label collections across clothing, accessories, bags, shoes, sportswear, underwear, and socks; managed seasonal planning, three-year sales plans, brand strategy, pricing analysis, and trend forecasting; participated in sustainability purchasing council and international trend scouting; developed a style matrix for the BA concepts.
Acting Category Manager Bags & Accessories at Åhléns AB
November 1, 2015 - October 22, 2025Led purchasing operations for the category (bags and accessories), aligning product purchases with assortment strategy, pricing, and timelines; tasked with supplier and product availability management.
Concept Designer, Women’s Fashion at Åhléns AB
February 1, 2014 - October 22, 2025Directed private-label design across categories; led seasonal trends, color, prints, and product development; launched and managed Åhléns' premium private-label brands; coordinated with men’s wear to align with women’s collections; conducted international trend scouting and production trips.
Project Teacher Fashion at Beckmans School of Design
January 1, 2001 - October 22, 2025Taught fashion design through diverse student projects over a 2.5-year period, mentoring students.
Designer, Women's Brand 'Clothes' at H&M
May 1, 1998 - October 22, 2025Lead designer for H&M’s trend concept for the Clothes brand; developed concepts, seasonal trends, colors, garments, tech packs, and print designs; undertook frequent inspiration trips across Europe and production trips to Italy, Turkey, and Asia.
Designer, Women's Brand 'Impuls' at H&M
April 1, 1996 - October 22, 2025Designer for woven products of H&M’s youth-focused Impuls line; developed seasonal trends, colors, and prints; prepared garment sketches, tech packs, materials, and prints; participated in inspiration trips across Europe and the US; visited stores seasonally.
Designer, Denim Brand 'Discipline' at Kapp Ahl
August 1, 1994 - October 22, 2025Lead designer for the youth denim collection; developed seasonal trends, colors, and prints; created garment sketches/tech packs and selected materials.
Education
BA in Fashion Design at Beckmans School of Design
August 1, 1990 - June 1, 1993Economics studies at Hedbergska Upper Secondary School
August 1, 1986 - June 1, 1989Pattern construction & industrial sewing at Västertorp Komvux
August 1, 1989 - June 1, 1990Qualifications
Diploma utbildning – LOU Foundation course
January 1, 2025 - January 1, 2025CLO 3D Design Course
January 1, 2022 - January 1, 2022Innovation & Design Management
January 1, 2016 - April 1, 2016Leadership in Value-Driven Management
January 1, 2014 - January 11, 2014Sustainable Fashion
January 1, 2008 - January 4, 2008Project Management Diploma – ESI International
January 1, 2002 - January 1, 2002Industry Experience
Retail, Consumer Goods, Manufacturing, Professional Services, Other
Hire a Designer
We have the best designer experts on Twine. Hire a designer in Stockholm today.