VISUAL MERCHANDISING

I joined H&M in 2012, I quickly progressed into the Visual Merchandiser role.  I am currently based at Regent Store and have been fortunate to work on some very unique projects.  In 2019, H&M won “Best Mannequin” award in the Windowswear Awards for the 2018 H&M X Moschino collaboration.  The window saw giant mannequins wearing the collection, and the winning photograph was taken of our Regent Street window - there were only 5 of these particular scheme throughout the world.  Also in 2019, H&M X Giambattista Vali collaboration was announced with a pre collection 6 months prior to the yearly designer launch date, with Regent Street hosting 1 of 12 worldwide windows and indoor displays.  As well as these designer collections, I have worked on the H&M Studio and Conscious windows, Nathalie Ete and Toca Life kidswear windows to name but a few.

Stores are sent a brief and flat pack scheme.  I have to ensure all scheme has arrived undamaged.  Working in a small team we build the scheme for the windows.  The garments are picked and ironed in line with the new trend and information pack.  As key garments sell out, I work with the mood board to find suitable replacements, ensuring balance and trend clarity is still intact; sometimes several looks have to change to ensure this.  

Currently, I am solely responsible for Kidswear windows and enjoy these the most.  The Kids mannequins have ergonomic arms, allowing me creative freedom to animate their personalities in line with the trend and the garments they wear.  This is also the most time consuming, and therefore efficient planning and preparation is key to installing the window before the store opens.

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© 2021 All imagery by Nicola Schofield | 07759834740 |  nschof08@gmail.com