Catt Söder

Catt Söder is a Swedish Creative Director and Art Director based in Stockholm. She founded Catt och Co in 2002 and is, after nearly four decades in the industry, recognized as one of Sweden’s leading creatives. Catt enforces a unique blend of expertise in fashion, design, and art that she skilfully translates into effective communication and branding for her clients.

Catt’s experience was gained through early employment and rapid career development at agencies such as Hall & Cederquist and Rönnberg McCann – and later through co-founding the C F A Projects (Creative Fashion Art Projects), which specialized in fashion brand communication, editorial fashion, and book design.

Through a combination of personal traits – including analytical and strategic skills, art direction, an outstan¬ding eye for style, fashion, and design, a progressive mindset, a broad network (including many of the most influential creatives in the industry), and a skill to build strong concepts – Catt has transfor¬med brands from slump to boom, established iconic slogans, built brand awareness from the ground up, and created memorable communications for various clients.

Her integrated, ideas-led approach has fostered deep strategic and creative partnerships with Swedish brands including H&M, Rörstrand, Swedese, Ving, Akademibokhandeln, and many others.

In 2002, Catt fearlessly challenged fashion category conventions by rejecting traditional fashion photography and top models for the Swedish retailer MQ. Instead, she featured real people in the campaigns — meteorologists, dog owners, gardeners, CEOs, artists, and more — creating ‘fashion portraits’ displayed on billboards and in films. The “MQ of Sweden” campaigns ran for over a decade and helped to more than double MQ’s revenue.

In 2021, Catt gave the sport/fashion brand J.Lindeberg a new self-confident makeover. From being a brand that was losing ground in the market, the company quickly turned things around and reached a billion-dollar revenue. Guerrilla poster campaigns in New York and Stockholm, ads in business media, large billboards, and a bold new approach to imagery and graphic identity were key elements in reversing the trend.

In her current collaboration with the global interior brand H&M Home, there is a strong emphasis on contemporary style and storytelling. Catt creates a 360-degree approach to visual communication that goes from the overall concept and strategy to the creation and development of digital and social media content, with contemporary sharpness and a keen sense of beauty and motion.

The Summer 2025 issue of Swedish lifestyle magazine ICON features a personal article about Catt. Click here to read more!