Siri Soosalu

Siri Soosalu is a highly experienced fashion design professional currently serving as Vice President Design for HUGO Womenswear at HUGO BOSS since February 2020, where responsibilities include the creative and design direction of the HUGO Red and Blue premium womenswear lines and leading a team of 30 designers. Prior to this role, Siri held the position of Head of Design Womenswear at Superdry from January 2014 to February 2020, overseeing creative direction and product strategy for a diverse range of womenswear categories. Earlier experience includes senior designer roles at Next Ltd and Collective Apparel, where responsibilities encompassed leading innovative collections and collaborating closely with buying teams. Siri began a career in fashion as a Designer for Brand Alliance and had an internship with River Island after winning an award for print/textile design at Graduate Fashion Week in 2005. Educated at Northumbria University, Siri holds a BA (Hons) in Fashion Design, Fashion Design and Printed Textiles.