The H&M Design Award: Searching for the future of fashion
Clothing retail chain H&M has unveiled the H&M Design Award, a prize that aims to discover talent from top European design schools, including colleges in the UK, Sweden, Germany, Belgium, Holland and Denmark.
With a cash prize of €50,000, a show at the Mercedes-Benz Stockholm Fashion Week next month, and an opportunity to sell select pieces at H&M stores, the winner will surely receive a welcome headstart as he or she enters the increasingly competitive world of fashion.
From today, enthusiasts can follow the competition’s progress online through a series of Project Runway-esque short films on designaward2012.hm.com, where audiences can get an insider’s look into the nitty gritty of the competition. The series will culminate in the winner’s runway show on February 1st, streamed live from the Swedish capital.
“I’m very excited about the H&M Design Award. It´s our first ever prize for new young designers, and it’s been such an inspiring experience to meet these talented graduates, to hear the vision behind their collections and to see the final result. With the award I hope we encourage young designers around the world to believe in themselves and their creativity. I can’t wait to share the experience with everyone on-line.” Ann-Sofie Johansson, H&M Head of Design, commented on the announcement.