'Liberating fashion for many'

Saed El-Achkar, H&M's president for East Asia and Greater China, on the brand's mission to make fashion accessible, inclusive, and purposeful for everyone

- JOHN ROLAND LEGASPI

For more than a decade, multinational fashion retailer H&M has been giving Filipinos tools for chic self-expression at a friendly price. Through the years, it has dotted the country with its stores, collaborated with local creatives, and forged partnerships to further strengthen its sustainability mission.

As it marks its 11th year in the country, it hosted its first-ever fashion presentation last September, at the Grand Hyatt Manila in Taguig City-witnessed not just by its Filipino friends but also by style stars from South Korea, Malaysia, Vietnam, and Singapore. The event unveiled its fall-winter 2025 collections: Chapters 1 and 2, H&M Studio, and H&M Atelier.

Recently, the brand also announced the arrival of its collaboration collection with Belgian fashion designer Glenn Martens, which-like its past collaborations with major design visionaries-“democratizes fashion for the many.”

During H&M's Philippine soirée, Manila Bulletin Lifestyle got a chance to sit down with Saed El-Achkar, the brand's president for East Asia and Greater China. In our conversation, he shared insights on the brand's commitment to sustainability, its evolving connection with Filipino consumers, and its vision for shaping a more responsible future in fashion.

Hi, Saed! First of all, can you tell us how you first became part of H&M?