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Katherine Moore

Designer, More Stories, aged 29

It’s not every new graduate who turns down a job with H&M, but Katherine Moore did just that following her graduation at Kingston University. After a year working with designer Mishiko Koshino she thought it would be a good idea after all to join the Swedish fast-fashion chain - and so impressed was H&M with Moore, that the retailer gave her another chance.

Designing at H&M led to her being headhunted by Swedish distributor MnO, where Moore created a womenswear brand, Rules By Mary. Since launching in 2006, it has built up more than 200 accounts in Sweden and is sold across nine countries.

“I learnt so much at H&M about the commercial world and how to structure a collection,” Moore says. But when the call came from MnO to join the launch of a new project, she couldn’t say no.

“The possibility of constructing a collection of my own as a 25-year old was amazing,” she says.

More than five years on and Moore no longer designs for Rules by Mary - she is back in the UK designing for Swedish kidswear brand More Stories, which is owned by Moore and Swedish kidswear agency Things We Like. The brand is currently in talks with a UK wholesale distributor.

Sophie Bubb, manager for design and production at recruiter Michael Page, says: “Katherine built a career first with H&M, then as head of design for a new concept that grew into a very successful brand in just four years. Part of Katherine’s success stems from her ability to take a fresh, experimental approach to design.”

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