Fashion career profile
Pernilla Wohlfahrt
Pernilla Wohlfahrt is a Swedish fashion executive whose career has moved between large-scale design leadership and brand management at H&M Group. H&M’s 2013 annual report lists her in the design function, and company releases identify her as Head of Design by 2015 and Design and Creative Director in 2016. In 2020, she moved from H&M’s design-and-collaborations leadership to become Managing Director of ARKET, a position H&M Group continues to identify her in as of 2026. Her profile represents an executive with product and operating responsibilities, not a fashion-house designer credited with personally creating every collection. At H&M she spoke publicly about cross-functional work with performers and athletes, including custom looks and the Swedish Olympic team’s technical sportswear; at ARKET her role centers the Nordic lifestyle brand’s development. The record uses H&M’s own annual reports and releases for role naming and treats ARKET’s 2026 store communications as current-role confirmation, without attributing group-wide finances or all design output to Wohlfahrt personally.
- Role
- Managing Director, Arket
- Nationality
- Swedish
- Role record: Design function, H&M, 2013H&M’s annual report lists Wohlfahrt in the design contact section. · H&M Group
- Role record: Head of Design, H&M, 2015H&M identifies her in this role in a company release. · H&M Group
- Role record: Design and Creative Director, H&M, 2016H&M names her in this role for its Swedish Olympic-team collection. · H&M Group
- Executive role: Managing Director, ARKET, 2020–Trade coverage reports the appointment; H&M Group confirms the current role in 2026. · TheIndustry.fashion
- 2013 — Listed in H&M design functionThe annual report lists her in the design contact section.
- 2015 — Identified as H&M Head of DesignCompany release quotes her in the role.
- 2016 — Leads design and creative direction at H&MH&M names her in this title for Swedish Olympic-team sportswear.
- 2020 — Moves to ARKET as Managing DirectorTrade coverage reports the move from H&M design leadership.