H&M is currently running its first Design Award 2012. As part of the retailer’s commitment to the future of fashion, the H&M Design Award will be an annual prize. It is being presented through a series of short online videos that started airing from January 13 to February 1 on the H&M Design Award website.

Photo: the Swedish jury of the H&M Design Award, from designaward2012.hm.com

Viewers can follow the contestants from fourteen of the most prestigious design schools in Sweden, UK, Germany, Belgium, Holland and Denmark, and dive deep into the world of design and fashion industry.

An international jury together with Ann-Sofie Johansson, Head of Design at H&M will announce the winner on February 1, during Stockholm Fashion Week, followed by a fashion show with the winner’s graduate collection. The event will be live streamed on the Award web site.

The winner will get a money prize of €50,000 and also have chosen pieces from their collection sold in selected H&M stores later this year. People can decide who will receive a special People’s Prize by voting for their favorite collection online.

«I’m very excited about the H&M Design Award. It’s our first ever prize for new young designers, and it’s been such an inspiring experience to meet these talented graduates, to hear the vision behind their collections and to see the final result. With the award I hope we encourage young designers around the world to believe in themselves and their creativity. I can’t wait to share the experience with everyone on-line,» said Ann-Sofie Johansson, H&M Head of Design.

H&M is famous for its collaboration with acclaimed designers and fashion brands, including Marni and Versace, to name a few.