Catarina Midby

Catarina Midby is a prominent figure in the fashion industry, currently serving as a Senior Advisor in Fashion, Sustainability, Communication, and Engagement at Catarina Midby AB. Her expertise lies in integrating sustainable practices within the fashion sector, leveraging her extensive background in communication and engagement strategies.

Background and Experience

• Previous Roles: Catarina has held significant positions in various organizations, including being the Head of Sustainability at ASOS.com and a Senior Manager for Sustainability at Coca-Cola European Pacific. Her career reflects a strong commitment to sustainability within consumer-focused industries.123
• H&M Contributions: At H&M, she played a crucial role in developing the company's sustainability initiatives, including the "Conscious Collection" and the "Clever Care" labeling system aimed at educating consumers about sustainable garment care.1

Focus Areas

Catarina's work emphasizes:

• Sustainable Fashion: Advocating for practices that reduce environmental impact throughout the garment lifecycle.
• Consumer Engagement: Developing communication strategies that effectively inform and engage consumers about sustainability.34
• Industry Collaboration: She believes in the importance of collaboration across companies to achieve broader sustainability goals in fashion.1

Current Endeavors

At Catarina Midby AB, she continues to influence the fashion industry by advising on sustainable practices and enhancing communication strategies that promote environmental responsibility. Her insights are increasingly vital as the industry shifts towards more sustainable models.