On Practice With Hanna MW
On Practice presents reflections on creative work. A journal exploring the sensory values shared between New Works and the creatives we admire, following them along the edges of their practice. Through selected images and personal notes, we explore how ideas take shape and what it means to build a life around making — how design unfolds through the senses, curiosity, and time — how material, atmosphere, and attention inform their practice — and how meaning takes form.
For the inaugural chapter of On Practice, we meet Hanna Marzouki Widlund, known as Hanna MW — Stockholm-based stylist and creative consultant, and founder of HANA Productions. Her practice moves across fashion and design, shaping brands such as Louis Abel and Bare Stockholm with clarity and restraint. She reflects on curiosity as a guiding force, and on building a life around creativity, where structure provides rhythm and intuition sets the pace.
How do you define good design, object or garment; what qualities make a piece feel complete or meaningful to you?
I’m drawn to pieces that become part of everyday life, not something you use for a short time and then forget. Trends are less interesting to me than objects or garments with good materials and a story behind them. Everything I wear and choose for my home also needs to feel personal. I want each piece to carry something of me, so that someone could look at it and think, “That’s such a Hanna piece”. When something feels authentic, timeless, and emotionally connected, that’s when it feels complete.
When do you feel the most inspired, and where do you go to seek it out?
I feel inspired almost every day by being in creative environments and working on different projects. Whether I’m at the office or travelling for a production, no two days are the same, and that constant change fuels my creativity.
Are there any pivotal people or moments in your life that have influenced the sensibilities you bring to your work and to the influences you seek out today?
Growing up in an environment where self-expression was encouraged, surrounded by a family that loves craftsmanship, colour, and form, has definitely shaped my creativity. It gave me the confidence to trust my instincts and be curious.
Creativity combined with a daily life filled with warmth and love is the foundation for me to stay inspired. Building HANA together with my partner Rami, has been especially important. It has taught me that creativity isn’t about being perfect; it’s about curiosity, trust, and growing together as a team.
Growing up in an environment where self-expression was encouraged, surrounded by a family that loves craftsmanship, colour, and form, has definitely shaped my creativity. It gave me the confidence to trust my instincts and be curious.
In what ways do you and Jimmy feed each other’s creativity? How do your conversations or shared experiences translate into your individual practices?
Jimmy and I do talk about ideas all the time, often without even realising it. It happens through everyday conversations, walks, and travel. I would say that we challenge each other, share references, and really trust each other’s taste, which naturally feeds into our work.
Looking toward the future, what are your hopes or ambitions for your work—what would you like to explore more deeply in the years to come?
Jimmy and I have been working on releasing our fine jewellery collection under Louis Abel, which has been a major upcoming project for both of us. It’s something we’ve been looking forward to for a long time. I’m so excited to finally share it and let people see our vision come to life. Going forward, I want to keep exploring new formats, collaborations, and creative directions—always remaining curious and true to what feels personal and meaningful to us.
In your daily practice, how do you balance intuition and planning? Are there moments when you deliberately let things unfold versus taking control?
I take things one day at a time, and I’m comfortable with plans changing. Even though I work with a clear structure, I always leave room to adapt, especially in fast-paced situations. That balance is important to me. I also believe that the best ideas often emerge in the process, when everything isn’t decided in advance, and creativity is given time and space to unfold.
If you could collaborate with any creative from the past or present, who would it be?
Charlotte Perriand, her curiosity, courage, and multidisciplinary approach are incredibly inspiring to me. She was a true pioneer, not only in design but in the way she challenged traditional roles and expectations. She moved effortlessly between architecture, furniture, and art, always combining functionality with warmth and humanity. As a woman in a male-dominated field, she stayed true to her vision and created work that still feels modern today.
In what ways do you and Jimmy feed each other’s creativity? How do your conversations or shared experiences translate into your individual practices?
Jimmy and I do talk about ideas all the time, often without even realising it. It happens through everyday conversations, walks, and travel. I would say that we challenge each other, share references, and really trust each other’s taste, which naturally feeds into our work.
Looking toward the future, what are your hopes or ambitions for your work—what would you like to explore more deeply in the years to come?
Jimmy and I have been working on releasing our fine jewellery collection under Louis Abel, which has been a major upcoming project for both of us. It’s something we’ve been looking forward to for a long time. I’m so excited to finally share it and let people see our vision come to life. Going forward, I want to keep exploring new formats, collaborations, and creative directions—always remaining curious and true to what feels personal and meaningful to us.
In your daily practice, how do you balance intuition and planning? Are there moments when you deliberately let things unfold versus taking control?
I take things one day at a time, and I’m comfortable with plans changing. Even though I work with a clear structure, I always leave room to adapt, especially in fast-paced situations. That balance is important to me. I also believe that the best ideas often emerge in the process, when everything isn’t decided in advance, and creativity is given time and space to unfold.
If you could collaborate with any creative from the past or present, who would it be?
Charlotte Perriand, her curiosity, courage, and multidisciplinary approach are incredibly inspiring to me. She was a true pioneer, not only in design but in the way she challenged traditional roles and expectations. She moved effortlessly between architecture, furniture, and art, always combining functionality with warmth and humanity. As a woman in a male-dominated field, she stayed true to her vision and created work that still feels modern today.
