What was the name of H&M’s student fashion competition launched in 2012?

H&M’s student fashion competition launched in 2012 was the H&M Design Award.

The international competition was created to support emerging fashion talent and give students an opportunity to present collections to professional judges and the wider fashion industry. Participants could compete for prize money, publicity and opportunities connected with H&M’s global platform.

The award is distinct from H&M’s commercial designer collaborations, such as its partnerships with Karl Lagerfeld, Stella McCartney and other established fashion names. Those collaborations create collections sold through H&M, whereas the Design Award was intended to discover and encourage new designers.

Fashion schools and graduating students formed an important part of the competition’s target audience. Its launch in 2012 placed H&M among major retailers using awards and mentorship to build relationships with the next generation of designers.