Our ambition is to bring up the most promising talents in fashion and give them a springboard in their careers. This is the third year running, and we’re now down to the eight finalists.
Each finalist have won €5000, and will now present their work to a grand jury which will decide the overall winner. The winner will receive €50,000 and the chance to show the winning collection at Mercedes-Benz Fashion Week in Stockholm on January 28. Based on the collection the winner gets to develop selected pieces to be sold at selected H&M stores this autumn.
This year’s grand jury includes fashion designer Erdem, actress Michelle Dockery, style expert Michelle Harper, executive fashion editor of Vogue UK Serena Hood, senior fashion editor of Vogue Italy Sara Maino, as well as H&M’s creative head of design Ann-Sofie Johansson, and H&M’s creative advisor Margareta van den Bosch.