13 January 2012

H&M debuts fashion graduate Design Award

H&M has announced the inauguration of the H&M Design Award, which will continue annually. This new initiative has been introduced to support talented designers from major design colleges around Europe after their graduation, as well as to inspire the upcoming generations of designers. Graduates from 14 colleges in six countries, including Sweden, Denmark, Germany, Netherlands, Belgium and Great Britain (University of Brighton School of Architecture & Design, Brighton, Central Saint Martins, London and London College of Fashion) will compete for the prize, with the winning collection being shown at Stockholm’s Mercedes-Benz Fashion Week on 1 February, along with a prize of €50,000. The winner will also get the chance to have pieces from their collection sold in selected H&M stores later in the year. From 13 January everyone with an interest in fashion can follow the awards process online through a series of films at designaward2012.hm.com. It will feature behind the scenes footage of the colleges and portraits of the designers, as well as the jury sessions and live streaming of the winner’s show on 1 February. Videos and images of the graduates work will be posted online and H&M’s Head of Design, Ann-Sofie Johansson, will blog about the process. There will also be interviews with judges as well as insight to international fashion colleges. Visitors to the site can also vote for their favourite collection, the winner of which will receive a special People’s Prize.
www.hm.com

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H&M in 'in-house PR'

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