A backpack I designed for Back to School -campaign, complementing and elevating the Kids clothing collection.
I have worked with many licensed, including; Minecraft, Pokémon, Lego, Disney, Hello Kitty, Squishmallows, Bluey, Barbie, Sega, Marvel and others.
This lace up -boot that I designed was one of the top sellers for several seasons in H&M Divided shoes, selling nearly 3 million SEK / 310 000 USD per week.
Eva Cremers x H&M Kids sneaker design. Loved working in this co-lab with Evas’ colourful, fun characters!
Skate inspired sneakers for the early teen -customer.
“As Soile’s former Product Manager, I would like to highlight that throughout our collaboration, her design and development of our products not only enhanced the brand’s image and quality, but also drove significant revenue growth.
Soile’s intuition and sense of what customers want - and her talent for making it happen - made a real difference. She brought new ideas, a keen eye for detail and a real understanding of what would work in production.
Together, we developed collections that were not only strong sellers but also proud moments in our careers. ”
This cut out -boot I designed for H&M Divided -customer, was featured in Elle magazine.
Small patent bag with a heart detail that I designed for summer 2025.
H&M x Coachella -campaign featuring silver metallic flatform loafers. As a Concept Designer, I was responsible for the accessories selection to different campaigns and activities for H&M Divided.
Great editorial featuring my H&M Divided cut out -sandals.
It’s always exciting to see a happy customer! <3 Our H&M Divided shoe team even received an email from a customer requesting more of these boots in stores after they sold out so quickly!
Examples of accessories/shoes Moodboards I created for the Divided customer at H&M. As a Concept Designer, I was responsible for visually communicating a clear vision for each trend that would complement and elevate the clothing collection. These moodboards were used to inform and inspire cross-functional teams by highlighting key elements such as products, prints, materials, details, colors, and overall impact. My work was rooted in a thorough research and analysis of global trends, consumer behaviour and competitor analysis to ensure the right timing and fashion level to the target customer.
Fun sunnies for the H&M Divided girl.
Marble printed boots for H&M Divided.
In this personal project, I designed a modular nylon crossbody bag for a customer inspired by outdoor living with a city lifestyle. At my work and in this project, I used Illustrator to create tech packs to develop detailed technical instructions, incorporating any relevant reference images of materials and details to ensure clarity and ease of understanding in the production.
“Soile was a fantastic mentor, supporting me as soon as I arrived at H&M for my first footwear design role. Sharing her in depth knowledge of footwear design and encouraging me to grow my skills in illustrator, trend research as well as showing confidence in my abilities to make design choices independently.
Soile was always available to guide me whenever I needed assistance, despite her extremely busy schedule. Always approachable and positive, I was very happy working alongside such a talented, hard working designer who really knows her stuff. Soile has a fantastic work ethic and the ability to adapt to situations without compromise on quality of work.”