Larni Kollander is a brand and creative strategy leader with 15+ years of international experience shaping global identities that drive brand relevance. Based in Stockholm, she leads H&M’s global brand direction alongside the Chief Creative Officer, translating business ambition and cultural momentum into clear, impactful brand strategies.
In recent years, she has led the evolution of H&M’s brand identity. First as Head of Brand ID and Design, where she guided the creation of a new global brand direction, and now as Head of Creative Strategy, driving the company’s creative strategy and ensuring continued cultural relevance worldwide.
Her career spans key roles across H&M Group, R/GA, and M&C Saatchi, where she has led global rebrands for iconic brands. With a background in communications and psychology, she blends strategic rigor with creative clarity to inspire teams to build culturally resonant brands.
