H&M Flash: International Design Award

Imagine you had the chance to win money to fund your dream of being a designer and show at Stockholm fashion week? How hard would you work? H&M has decided to invest in the future of young designers. Here is another example of fashion for a cause. Investment in the future of fashion.

H&M have created the brand new international design award with the ambition of supporting talented designers after their graduation. The H&M Design Award aims to push fashion students in the right direction, so that they can continue to grow and develop in their work as fashion designers.

Here is a news EPK video with Ann-Sofie Johansson, Hilary Alexander, Christopher Kane, and Rob Phillips.

The new prize given by H&M brings together graduates from major design colleges around Europe to encourage their future fashion careers, as well as to inspire the upcoming generations of designers. This also adds Stockholm to the list of growing fashion capitals. Graduates from fourteen colleges in six countries will compete for the prize, with the winning collection being shown at Stockholm’s Mercedes-Benz Fashion Week on February 1st 2012, along with a prize of €50,000. The winner will also get the chance to have chosen pieces from their collection sold in selected H&M stores later in the year. From January 13th, everyone with an interest in fashion can follow the awards process online through a series of films at design award 2012.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 February 1st.