Sara Hildén-Bengtsson is Co-founder of & Other Stories. From 2010 to 2016, she was creative director at the H&M-owned fashion and beauty brand, overseeing its launch and expansion into 13 countries.
Hildén-Bengtsson joined H&M Group’s special projects team in 2007 after working at Neville Brody Associates and on creative projects for Kenzo and Liberty. She studied graphic design in Sweden and has a Masters in fine art from the Royal College of Art.
In 2017, she co-founded Open Studio – a Stockholm creative agency that works with brands to develop campaigns and retail concepts. She is passionate about building brands that have a strong story and purpose. “I think brands have to be really good storytellers. You need to figure out a way to share your story, why you exist, what you are selling and why customers should love your brand,” she explains.