H&M’s Design Award is returning on its biggest global stage yet, expanding its reach to more markets and positioning itself as the most dynamic edition in the program’s history.
The 2026 edition of the award will invite applications from students at more than 60 fashion schools across 25 countries, reflecting H&M’s push to strengthen its global talent pipeline and reinforce its long-standing commitment to nurturing future industry leaders. Applications opened on January 29 and will close on August 31.
The winner will receive a €150,000 endowment, along with a year-long mentorship covering sustainability and circularity, production, marketing, and public relations. The top designer will also have their collection produced and sold in selected H&M stores worldwide and on the company’s e-commerce platform, with a planned launch in September 2027.
H&M said the expanded format reflects the growing importance of early-career support as the fashion industry navigates rapid shifts in consumer demand, sustainability expectations and digital transformation.
“The H&M Design Award supports the next wave of fashion talent,” the company said, adding that the initiative is designed to provide both creative exposure and practical industry experience at a critical stage of graduates’ careers.
The award is open to Bachelor’s and Master’s fashion graduates completing their studies in 2026. By widening participation across more regions, H&M aims to identify and elevate emerging designers from a broader range of cultural, economic and creative contexts.
This year’s competition timeline includes the announcement of 20 semi-finalists on October 8, followed by the selection of eight finalists on October 22. The overall winner will be revealed at an awards ceremony scheduled for the end of November.
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Launched to bridge the gap between education and industry, the H&M Design Award has become one of the most prominent global platforms for emerging designers, offering not only financial backing but also access to the retailer’s vast supply chain, production expertise, and global customer base.
The fashion industry has increasingly turned to structured mentorship and incubation programs as a way to address mounting pressures around sustainability, ethical sourcing, and innovation. Large brands, including H&M, are seeking to cultivate talent that can design for circularity, reduce environmental impact, and respond to shifting consumer expectations around transparency and social responsibility.
H&M said sustainability and circularity will remain central to the mentorship program, aligning with the company’s broader corporate strategy, which includes commitments to climate action, responsible sourcing, and circular business models. The winner will receive hands-on guidance in designing collections that meet both creative and commercial objectives while adhering to environmental and social standards.
The expanded scope of the award also reflects H&M’s ambition to maintain relevance in a competitive global fashion market, where fast-changing trends, digital-native brands, and sustainability-driven consumers are reshaping traditional retail models.
Industry analysts say such programs allow large retailers to tap into fresh creative perspectives while reinforcing brand values and future-proofing design pipelines.
“By investing in emerging designers early, companies like H&M are effectively shaping the next generation of fashion leaders,” said a retail analyst based in Europe. “This also helps them stay connected to evolving aesthetics and values, particularly around sustainability and inclusivity.”
Past winners of the H&M Design Award have gone on to launch successful fashion careers, with some establishing independent labels and others joining major fashion houses. The award’s combination of financial support, production opportunities, and global visibility has been widely regarded as a career-defining platform for young designers.
The 2026 edition’s expanded geographic reach is expected to increase competition, attracting a more diverse pool of applicants and reflecting the globalization of fashion education and talent. H&M said this broader participation is intended to foster cross-cultural creativity and innovation, strengthening the industry’s global ecosystem.
The award also arrives at a time when many fashion graduates face uncertain job prospects amid economic pressures, supply chain disruptions, and shifting consumer behavior. By offering structured mentorship and a direct pathway to market, the program aims to provide both stability and opportunity for emerging talent.
Applications are open now, with H&M encouraging eligible graduates to submit their work through the company’s official platform. The company said it will assess candidates based on creativity, innovation, sustainability considerations, and commercial viability.
The winning collection, scheduled to launch in selected stores and online in September 2027, will mark the culmination of the mentorship year and offer the designer a rare opportunity to reach a global audience through one of the world’s largest fashion retailers.
As the fashion industry continues to evolve, H&M’s expanded Design Award underscores the growing importance of investing in talent development, sustainability, and global collaboration to shape the future of fashion.
