The H&M Design Award (Stockholm Fashion Week)

All of the press, buyers and guests are seated and staring at a shining U-shaped catwalk in bronze. A film starts playing showing the jury of the H&M Design Award discussing and motivating their choice. Then they present the honorary.
 
With all of the nominees from different countries attending, the prize of €50,000 went to Stine Riis, recently graduated from London College of Fashion. The moment she realises she's the one they've picked, among so many other striving designers from six top design schools, you could not only see the happiness by the smile on her face but by the eyes shining, not being able to hold back tears of joy.
 
Then the models walk out wearing Riis’ label. The first one in striking blue and red; after a few looks you can see there’s a mix of at least two nuances in every outfit. Elegant furs and skirts with plastic details, half of the pant in one colour and the other leg in another. It is modern and sophisticated and the focus lies on the combination of high-waist pants and sweaters.
 
One could spot Ann-Sofie Johansson, H&M's Head of Design, looking satisfied while sitting with her legs crossed on the front row. And rightly so, the collection is a prime example of well-tailored garments, with cool details like cut-out pieces of PVC. The show ended quickly but the clothes will definitely stay in one’s memory until sold in selected stores this autumn.
 
If we sum up the great outcome of this award it has blessed an up-and coming designer like Riis with both a budget and the media attention that few receive. It is a splendid initiative from one of the most successful retailers in the world which has now given back to the design community.

Front-row from left to rigth: Susie Bubble, Hilary Alexander (The Telegraph), Ann-Sofie Johansson, unknown man, Margareta van den Bosch