Vogue India: How would you describe the collection in one sentence?
Elie Saab: An invitation into the Elie Saab dream.
VI: Why did this feel like the right time for this collaboration?
Ann-Sofie Johansson: Elie Saab is a designer we have always respected. We have not collaborated on a collection focusing on gowns, evening wear, dressing up and tailoring for a while. We felt that this was the perfect moment for a partnership with Elie Saab: a house steeped in glamour and couture savoir-faire.
Elie Saab Jr: It felt like the right moment for Elie Saab because the brand is evolving. We are expanding our global footprint and, more importantly, strengthening our ready-to-wear as a key driver of growth alongside couture. We are also seeing a significant increase in engagement from younger audiences, particularly in the 18–25 age bracket. This collaboration allows us to respond to that momentum in a meaningful way. Partnering with H&M gives us the scale and accessibility to reach a broader, more diverse audience while staying true to our creative vision. It is about inviting a new generation to become part of the Elie Saab world.
ES: We feel we are in safe hands.
VI: You’ve designed everything from interiors to yachts and private aircraft. Beyond fashion, what inspires you most?
ES: My country, Lebanon. I am so attached to my country. My inspiration comes from there. I feel like a different person when I am there. I also think the people there have a lifestyle that is unlike any other.
I am also inspired by the people who wear my clothes—their satisfaction fills me with pride. It is what motivates me to keep pushing myself—to be better, to do better. Watching three generations of loyal customers return, generation after generation, and become part of the Elie Saab family is one of my greatest achievements.
VI: Does this collection draw from the Elie Saab classics across the years or did you have a specific vision for this collaboration?
ES: This collection is a reflection of who we are: timeless, yet always evolving. Throughout the years, I’ve had the privilege of dressing generations of women from grandmothers to daughters and their daughters after them. There is something very meaningful in seeing a piece passed on, or reinterpreted by each generation in their own way.
This sense of continuity, of shared stories and emotions, is at the heart of the collection. It is for the multitude of moments women experience throughout their lives This was the emotion we focused on while creating this collection.
ASJ: We love to offer our customers plenty of variety and this collection does that so beautifully. I can see people styling the little faux fur jacket or tailored jackets with jeans for an everyday look. But equally you can wear the gowns, with all the embellishments, for the most special occasions and one-of-a-kind moments. Then there is the amazing, tailored coat,which could become a staple that makes you feel strong, smart and elevated. It’s a range of pieces for all contexts.
