Catarina Midby

° Lecturer and teacher of Fashion and Sustainability in fashion ° Consultant within Fashion and Sustainability ° Speaker and panelist ° Project manager of Fashion and Fashion and sustainability related projects and events

Employee engagement, customer perception and stakeholder engagement. Worked closely with local functions; PR and Marketing, Facilities, Construction, Visual, Travel, HR, IT, Logistics and Security. Identified and implemented sustainable operations, processes and activities with the teams. Educated and engaged local colleagues including store teams, established and maintained stakeholder relations with NGO's, academia, brands and activists. Acted as a spokesperson for fashion and sustainability; interviews, keynote speeches and panels.

Worked between Design and Communications departments, driving the Conscious collection as well as communication internally and externally. Global spokesperson for fashion and sustainability, participating in global and local events.

Developed H&M's seasonal trends together with concept responsible designers. Organised and coordinated regular meetings, produced trend material (mood boards and copy) for design teams and communication (visual, marketing) in stores and PR. During this period we initiated and implemented sustainability in the design process, educated internal design teams and started sourcing sustainable materials. The first collection made with 100% sustainable materials was launched in 2007, and we began setting long term goals for sustainable sourced materials. At the other end of the design process I was also responsible for writing H&M's global press releases.

Responsible for fashion related press and influencer activities globally, heading up the global head office team as well as local PR teams and showrooms.

Head of the fashion department team, responsible for the fashion pages; research (trend analysis through current culture and world, fashion shows etc), planning, fashion reports and articles, fashion shoots, worked closely with fashion team and freelancers as well as editor and AD. Responsible for annual Guldknappen fashion awards; sponsors, jury work, event, presenting.