H&M launches collection by designer competition winner Hannah Jinkins
The latest winner of the H&M Design Award is finally about to rub shoulders with the public. Hannah Jinkins was selected last December as the winner of the 2016 edition of the Swedish retailer's designer competition, and will now launch her capsule collection in-store. In addition to a €50,000 prize, each year H&M offers competition winners the opportunity to sell their own collection through its stores.
On 20th October the capsule collection will feature on the H&M e-shop and it is also slated to go on sale in a selection of stores in the UK, where the winner hails from. The collection presented by Hannah Jinkins to the jury has been adapted by the retailer's design office, and transformed into a line of about ten items, better adapted to manufacturing and retailing specifications.
The line still features the designer's oversize volumes and her raw approach to fabrics, through which she strove to add some feminine flair to men's apparel like worker overalls or bomber jackets. A flair evident in many details still featured in the capsule collection, such as frayed hems and hooks to fashion volumes.
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