Central Saint Martins fashion student Maia Bergman has been named as the British hopeful in the second annual H&M Design Award shortlist.
She joins a final eight up-and-comers, selected from 19 fashion academies in eight European countries, in with a chance to push their career into the big time with a sponsored catwalk show during Stockholm's Mercedes-Benz Fashion Week, a cash prize of €50,000 (£41,400), and a money-can’t-buy in-store collaboration with H&M.
Bergman impressed judges – including designer Jonathan Saunders, journalist Tim Blanks, stylist Leith Clark and blogger Hanneli Mustaparta, along with H&M head of design Ann-Sofie Johansson and creative advisor Margareta Van Den Bosch – with a collection inspired by ‘the Versace supermodels’ and Stephen Sprouse’s ‘ludic, free-style’ ways.
‘This collection aims to be extremely girly but with a messy grunge feel,’ explains Bergman. ‘For my looks I wanted to achieve the idea of randomness, even though the print placement and color distribution are very thought through. The silhouettes are simple and wearable. The A line dresses and the T-shirt tops aim to be “one size fits all”. I am interested in showing the contrast between an intricate embellishment work and a very simple modern cut.’
Alongside first prize, an additional entrant – voted for by the public at designaward2013.hm.com – will win the opportunity to intern in Jonathan Saunders' London studio.
The overall winner will be announced on January 29.