H&M:H&M Design Award: Fashion for the future

WHAT ARE SOME OF YOUR FONDEST MEMORIES FROM PREVIOUS YEARS?
“There are so many. But seeing Richard Quinn being awarded by Queen Elizabeth II at London Fashion Week, so shortly after winning the H&M Design Award in 2017, was really special. It’s been such a trip to follow his career and see that he hasn’t compromised his aesthetic, vision and ambition along the way. The prize money he won helped him build his studio and launch his career, that’s really what this award is about.”
DO YOU HAVE A FAVORITE WINNER?
“Each collection and each designer is different and, in a way, they’re all my favorites. But the collection that felt the most personal and the most complete was Minju Kim’s from 2013.”
HOW HAVE YOUR AND THE JURY’S PERSPECTIVES CHANGED SINCE LAUNCHING H&M DESIGN AWARD? ARE OTHER SUBJECTS MORE IMPORTANT NOW THAN IN 2012?
“First and foremost we’re still looking for creativity, a unique voice, and something that really stands out. But sustainability is becoming more important, and we’ve noticed that most design students nowadays have a conscious mindset. To us, sustainability is definitely a big plus.”
IS THERE ANYTHING THAT ALL DESIGN AWARD WINNERS HAVE IN COMMON? WHAT MAKES A WINNER?
“They’ve all presented something unique and had a grand creative vision. On top of that, they’ve all been lovely people with lots of humor, energy and generosity. They’ve made me curious and unleashed a wow feeling in me and the other jurors.”
WHAT WOWS YOU?
“The unexpected! Fashion tends to become streamlined and look pretty much the same. I want to see something that makes me curious, created by someone who loves fashion and the changeability of it.”
WHAT DO YOU WANT TO SEE MORE OF?
“Great sustainable collections. Also, something that’s more lo-fi and cozy rather than expressive. I think Peter Do and Bode are really interesting upcoming labels that represent something new.”
COMPETITION IN THE FASHION INDUSTRY IS TOUGH. WHAT ARE YOUR BEST TIPS TO YOUNG DESIGNERS WANTING TO MAKE IT IN THE BUSINESS?
“If you have a strong vision and a clear goal — stick to it. Take advice, listen to peers and find mentors, but always benchmark the opinions of others against your own creative vision and gut feeling. If you’re just getting started in the industry, know that you don’t have to rush and that it’s okay to be patient. In the end, all experiences are good experiences. Remember to be friendly along the way.”

Source:
https://www2.hm.com/en_us/life/culture/inside-h-m/h-m-design-award-fashion-for-the-future.html

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