H&M makes a comeback with their Design Award

Temo Mpodi

H&M is once again backing bold creativity and fresh thinking with the return of the H&M Design Award. Known for championing self-expression and future-facing fashion, the brand is reopening one of its most respected platforms for emerging designers.

The award celebrates originality, innovation, technical skill and sustainable thinking, while offering real-world support to designers at a critical stage of their careers.

A global platform for emerging talent

The H&M Design Award is now open to BA and MA students from more than 60 fashion schools across 25 countries. This year marks the most inclusive edition yet, with students from eight new countries invited to participate.

South Africa joins the list for the first time. Eligible local institutions include:

• Stadio School of Fashion
• Fedisa Fashion School
• Design Academy of Fashion (DAF)

This expansion reflects H&M’s continued focus on global representation and diverse creative voices.

Why the award matters

“I’m thrilled to be relaunching the H&M Design Award,” says Ann-Sofie Johansson, H&M Creative Advisor. “It connects to the heart of everything the H&M Group values: new talent, fresh ideas and a democratised vision of fashion.”

She adds that the award supports designers at a pivotal and often expensive stage of their journey. For many, this moment defines whether creative ideas turn into sustainable careers.

Industry recognition and real opportunity

Past winners highlight the award’s long-term impact. British designer Richard Quinn, winner of the 2017 H&M Design Award, describes it as a defining experience.

“It was an incredible opportunity to connect with industry figures and to have a platform that showcases your work to a wide audience,” he says. “The award continues to look forward, encouraging and supporting the designers of tomorrow.”

What the winner receives

The overall winner will receive:

• A €150,000 endowment
• A year-long tailored mentorship programme
• The opportunity to have their collection produced and sold in selected H&M stores worldwide and online

In addition, eight finalists will each receive a €10,000 endowment.

Key dates and how to enter

Applications for the H&M Design Award open on 29 January 2026. Students from participating schools must submit their portfolios digitally via designaward.hm.com.

Twenty semi-finalists will be selected and announced in October 2026, following review by a distinguished jury of fashion industry professionals.

For aspiring designers, the return of the H&M Design Award signals more than a competition. It offers visibility, mentorship and tangible support, all at a moment when encouragement and access matter most.