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48 Pernilla Wohlfahrt and Marie Honda ***New***

Head of new business, H&M, and brand director, Cos

Cos was once fashion’s best-kept secret, but this year it’s come out of the closet and been taken to another level by this switched-on pair. Marie Honda has overseen developments in both real estate and stock – she’s responsible for Cos’s 11 UK stores, including a shiny new one in the equally shiny Westfield Stratford. She’s also been instrumental in moving the product on from quality, minimal basics to genuinely ahead of the curve. Neoprene hoodies aside (in stores now, everywhere for spring 12), Pernilla Wohlfahrt (pictured) has stepped up to look further afield to expand, enhancing Cos’s global image while its louder big brother H&M goes about its high-profile collaborations.

Last year’s positions 50 (Wolhfahrt) and new entry (Honda)

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