As Public Relations Manager and Spokesperson for H&M Canada, Emily Scarlett spends her fast-paced days at the centre of a very fashionable hurricane-from amazing designer collaborations to corporate social responsibility, here’s what it’s like to have pretty much the coolest job ever.

What does a typical Thursday look like for you, starting from when you wake up – to heading to bed?
A typical Thursday usually starts with deciding what to wear, working in fashion that’s always the first thing I think of in the morning. I have 2 huge dogs, so next up is letting them out and turning on the coffee maker (very important.) Once at work Thursdays can be pretty hectic because it is the day we get our weekly information from head office in Sweden, which lets us know what we have to do the next week, general info about what is going on in our department globally as well as deadlines for things we need to send back. After that it’s hard to say, as every day is different in my job. One minute I could be working on a press release and the next doing a telephone interview about our latest store opening. Fashion is fast paced and H&M is no exception-things are constantly changing and evolving on a day to day basis and you have to just go with the flow and know how to prioritize. My Thursday night would be an easy one though – dinner with my boyfriend and then Vampire Diaries, it’s definitely a guilty pleasure, but I love it!

What was your first job out of school?
My first job out of school was working for a high end dress designer in New York. I did so many things there because they were just starting out, but it was really amazing to be with someone who is just getting their foot in the door in the fashion world and be able to watch them grow and become really successful. Today she dresses celebrities daily and has her gowns in Vogue all the time.

What are the 3 skills you require most to do your job well?
Attention to Detail
Ability to juggle many projects at once
Confidence

What do you love most about your career?
I get to travel a lot and meet really great people from coast to coast in Canada and abroad. I also love how exciting and surprising it is-there is certainly never a dull moment and it’s amazing!

Do you have any warnings?
Not yet. Talk to me in 5 years.

If you could try a different career on for a year, what would it be?
I love the world of magazines and the synergy that exists in magazine between fashion, culture, art and so many other mediums and if given the chance for one year would love to work as Editor in Chief of a fierce fashion mag.

How did H&M decide to partner with Jimmy Choo and what can we expect from this collaboration? Why did you choose Jimmy Choo?
We think this is a collection that our customers will like. It’s fantastic to be able to offer our customers the very first designer collection with shoes and bags. The glamorous collection Jimmy Choo for H&M completes H&M’s main party trends: Sophisticated, glamorous and trendy. Shoes and bags that give immediate style and elegance to the simplest outfit. The accessories are leather emphasised with colour and embellishment – a cool and clever twist on the traditional Jimmy Choo identity. It’s a fun and punchy mix of materials and colours appealing to fashion savvy, street smart women.

H&M defines many of the trends for stylish young women. Where do your designers find their inspiration?
We have an entire trend research department where people travel to different areas of the world and immerse themselves in the fashion there to bring back new trends and turn them into sellable clothing for H&M. It’s a pretty awesome job.

How many people work on the H&M design team? Is it predominantly Swedish designers or international and how are they chosen?
There are many facets of the design process at H&M which comprise a lot of people. Our design department is based in Sweden, but there are people from across the world working there. We really believe in people at H&M and try whenever possible to promote from within. A perfect example is our current head of design, Anne-Sophie Johansson, who has worked for H&M for years and started out as a sales advisor in one of the stores in Stockholm.

What do you consider to be the three major characteristics that differentiate H&M from other major apparel brands?
Our ability to keep things inviting and exciting for customers every single day
Our designer collaborations that are always pushing boundaries
Our focus on the environment and corporate social responsibility

What major efforts is H&M concentrating on right now when it comes to environmental sustainability?
We are constantly working to reduce our carbon footprint on the planet and working on making our clothing more sustainable. From the cotton we use, to the process of making garments and even in the way it is shipped to the stores. In every part of our business we are thinking about sustainability and how we can improve. We also focus a lot on giving back to the global community through our involvement with UNICEF, disaster relief, Wateraid and our Fashion Against Aids collection.