The Application Process
29 Jan
Application open now
The award is open to Bachelor’s and Master’s fashion graduates in 2026.
8 Oct
Semi-finalists announced
20 semi-finalists will be announced.
22 Oct
Finalists announced
8 finalists are announced.
End Nov
Awards ceremony
The winner is selected.
Sep 2027
Collection launch
The winning collection will be launched in selected stores and on hm.com.
Award Criteria
We seek visionary designers who:
Demonstrate Exceptional Creativity:
Original and compelling design visions that stand out.
Embrace Innovation:
Bold ideas that challenge and redefine fashion norms.
Exhibit Craftsmanship:
Masterful construction and respect for garment-making traditions.
Show Attention to Detail:
Thoughtful, skillful execution in every element.
Commit to Sustainability:
Circular thinking and environmentally conscious
materials and processes.
Submissions must focus on fully realized garments—prints or accessories alone will not qualify.
Who Can Apply
The award is open to Bachelor’s and Master’s fashion graduates in 2026 submitting digital portfolios of their graduate women's or men's collections, along with a brief concept description.
How It Works
Selection: 20 semi-finalists are chosen by an internal jury based on their applications.
Finalists: 8 finalists each receive 10,000 Euros and advance to the final round.
Final: Finalists present and interview with the jury; one winner is selected to receive the grand prize and mentorship.
Eligibility & Requirements
Applicants must graduate in 2025 or 2026 from a qualifying Bachelor’s or Master’s program (or equivalent) at a participating institution.
Graduate collections must include at least four complete outfits focusing on womenswear, menswear, kidswear or a combination thereof. Submissions consisting solely of prints or accessories will not be accepted. Any use of AI in the work must be clearly stated in the application.
The award process is conducted entirely in English.
Award Details
Grand Prize
150,000 Euros and a year-long tailored mentorship covering sustainability, circularity, production, marketing and PR. This equips the winner with essential tools and industry access to successfully launch their career.
Production
The winner’s collection will be produced and sold in selected H&M stores worldwide and online.
Finalists
All eight finalists receive 10,000 Euros each in recognition of their talent and potential.