Maria Gemzell has been shaping H&M's creative and strategic direction since joining the company in 2000.

Over the past two decades, she has held several leadership roles within Business Controlling, Merchandising and Sales for the US market, Assortment Management, and as Head of the Central Design Department. Throughout her career, Maria has focused on assortment and brand building collections as well as creative strategy where the red thread has been creative leadership.

She was part of H&M's very first designer collaborations with Karl Lagerfeld and Stella McCartney and has contributed to numerous high-profile partnerships since.

Today, as Head of New Development, Maria leads the department responsible for brand-building collections — including all designer and product collaborations as well as the H&M Studio label — while also developing new business models, such as the Pe-loved concept, and supporting external partnerships, including licensing. She holds full 360° responsibility for H&M's product collaborations, driving innovation and growth across the brand.