Aiming to support young, fashion designers, high street retailer H&M has announced the establishment of the H&M Design Award.
The award has been designed to assist fashion students in find the right path to help grown their design talents into a viable business.
Head of design at H&M, Ann-Sofie Johansson, is supported by industry stalwart and fashion journalist Hilary Alexander, fashion designer Christopher Kane and creative director of London College of Fashion, Rob Phillips, in establishing the new fashion prize.
Entrants in the H&M Design Award come from 14 prestigious design schools in Sweden, the UK, Germany, Belgium, Holland and Denmark. The winner of the inaugural award will be announced on February 1, 2012, during Stockholm Fashion Week. The prize includes €50,000 and a fashion show of their graduate collection.
To follow the contest, go to designaward2012.hm.com to watch over 30 videos covering the award; they will be gradually added as the competition unfolds.
HEAR WHAT THE JUDGES HAVE TO SAY ABOUT THE NEW AWARD IN THE VIDEO BELOW