Eliana Masgalos is a Stockholm-based design director with a global career spanning Europe, the US and Asia. Currently leading the Womenswear EDITION line and global branding campaign collections at H&M, shaping seasonal vision from concept to final expression across product and communication for a global audience.

At the core of her work is a narrative-driven approach to design. Each collection begins with a clear point of view, developed through research, cultural insight and material exploration, and evolves into a complete visual and product universe. From mood and silhouette to fabric, color and campaign direction, she builds modern collections and stories that resonate emotionally while remaining grounded in the realities of a global customer. She works closely with design, buying and marketing to ensure a cohesive and elevated brand voice across all touchpoints.

With a background that bridges both creative direction and product development, she has held senior roles within H&M across Stockholm and Shanghai, driving global strategies for womenswear. She has also led design at &OtherStories in Paris and served as Fashion Director at Urban Outfitters in Philadelphia.

Earlier in her career, she has worked as a designer at Inditex, Spain as well as with designer Katty Xiomara in Portugal. After graduating from Fashion school, she was the founder and Creative Director of her namesake brand for 5 years.

She is known for her strong story telling, building highly creative directions, for her high ambition on product and execution, developing strong teams and translating ideas into collections that resonate on a global scale.