MY ALARM WAKES me up at 07.45. I’m waiting by my computer. I know that H&M will send out the press-release about our collaboration at 08.00. I’m happy with the collection, but still a bit insecure.. And I’m very curious about what the industry will think. If they will judge me or not.. I jump into the shower, to nervous to stand by the computer and wait. When I get out from the shower, 08.05, I have my first text message, it’s from a old friend “Congratulations Elin, this is big!!” . Luckily I didn’t have anything to be nervous about. The reviews I get are amazing, I can’t believe it, not H&M either :) . Financial times writes about it, New York Magazine, ELLE, Vogue. I’m totally overwhelmed. Me and my ex are celebrating with a loooooong dinner! And for once I feel that I have the right to be a bit proud.
Hilary Alexander at the Telegraph listing my collection as one of the best in the H&M history (!?)