At H&M I led the social media strategy for the H&M Design Award, a programme founded in 2012 to support emerging fashion talent from the world's most respected design colleges, now relaunching after a five year hiatus.

In 2016 the award was won by Hannah Jinkins from the Royal College of Art, selected by a jury including Kate Bosworth, Olivier Rousteing of Balmain and photographer Nick Knight.

In 2017 the award was won by Richard Quinn, a Central Saint Martins graduate selected by a jury chaired by H&M's creative advisor Ann-Sofie Johansson and including Imran Amed of Business of Fashion. Quinn has since become one of the most celebrated names in British fashion, known for his bold prints and having dressed the late Queen Elizabeth II. His vision from the start was to create an ethical print studio and creative hub for young designers in London, which makes him a fitting winner for a programme built around the future of fashion. The H&M Design Award returned in 2026 after a five year hiatus, a programme I'm proud to have contributed to in its earlier years.