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                                               The original Collection of Mila Schön was born in Milano 1958.

Visionary yet pragmatic. Mila Schön envisioned fashion way before many others, both in design and lifestyle. She consistently promoted the values of modernity in her work and life. Soulful precision; this is her indelible contribution, at once modern and timeless.


Since 1992, the Mila Schön brand is owned by Itochu Corporation, which from the FW 19/20 season entrusted the creative direction of all activities to Gunn Johnasson. The project equals a reboot that affirms once again the founding values of Mila Schön, an Idea of radical Luxury, expressed through essential, accurate and pure creation.



I was appointed Creative Director of the brand to oversee and induce with fresh energy from FW 19/20. Starting with re-designing the logo and all the graphic material around the collection.

Developed the first style of image in black and white with a friend photographer, in order of setting the mood. I needed to think very Milano, yet international. Minimalistic, yet interesting and pragmatic for a contemporary woman with a busy city lifestyle. Modern with a wardrobe building method that evolved every season. Stayed firm, yet moved forward.


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A theme for communication was developed each season. Colour mood to match the idea. Develop new intarsia ideas for the MS classy double faced fabrics. She was famous for the innovative ideas of this textile. Naturally, the collection involved careful fittings for the best possible silhouette.

Press and client presentations where hold within the showroom in Milano.

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