H&M Design Award 2012

H&M Design Award is a new prize that brings together graduates from major design colleges around Europe to encourage their future fashion careers, as well as to inspire the upcoming generations of designers. Graduates from fourteen colleges in six countries have competed for the prize, with the winning collection being shown at Stockholm’s Mercedes-Benz Fashion Week on February 1st 2012, along with a prize of €50,000. The winner will also get the chance to have chosen pieces from their collection sold in selected H&M stores in September.

Winner H&M Design Awards 2012 Stine Riis
Stine Riis is a 28-year old designer who was born in Sønderjylland, Denmark, and who studied fashion at the London College of Fashion in the UK. Her graduate collection, which went on to win her the H&M Design Award 2012, was titled “Decadence & Decay”, which displayed her interest in construction and technique, and for the way clothing fits and flatters the body. Of the tailored collection, which combined different materials and colours in each garment, Stine says, “I wanted to draw attention to the construction and process of making each garment because that is what I appreciate about clothes, and makes me want to wear them for years instead of just one season.” It’s what Stine calls “tailored futuristic elegance”.

Stine has long been interested in fashion, and chose a degree which combined both fashion and business to give her the best chance of surviving in the industry. “I know the fashion business can be tough,” she says. “But I also really like a challenge, so when people tell me something is tough or difficult, I just want to do it even more. Challenges motivate me, and my ambition is to create garments that are comfortable, modern and elegant at the same time.”

When she designs her collection, Stine brings her experiments with shape and technique together with a desire to make clothing that women want to wear. “There is nothing better than wearing a great coat or jacket that makes you feel comfortable and stylish at the same time. Fashion changes not only your own perception of who you are, but also the people you meet.” She always designs with a specific woman in mind. “To me, the most interesting women are those with character, who have the courage to be themselves and to persue their dreams, whatever they are.”

Stine is now based in Copenhagen, where she lived before she moved to London for her studies, and where she has now set up a studio to launch her own-name label. “I try to go to London at least once a month,” she says. “It’s crucial for me to feel the pulse in London and stay connected to the people who are important to me. Copenhagen is a great place for me to set up my business, and it’s close to London so I can still use London as an amazing source of inspiration.”

Winning the H&M Design Award has been a great boost for Stine. “I have always wanted to set up my own label,” she says, “but unless you have savings or an investor, it’s very difficult. I am so excited to have won the award. Maybe winning this competition will make my dreams possible.”