Maia Bergman, a student at Central Saint Martins, is the British nominee for the second annual H&M Design Award. Only nine fashion designers from nineteen fashion academies, in eight European nations have been chosen to be a recipient of an award which aims to launch the career of the winner.
The prize will be a sponsored runway show in Stockholm’s Mercedes-Benz Fashion Week, a €50,000 cash prize and a store collaboration with H&M. Bergman describes her collection to be both feminine and rock-chic.
Inspired to showcase a natural spur-of-the-moment style instinct, she would like her clothes to be able to speak about the novelty between delicate embellishments and modern cuts.
Her collection is feminine but edgy, inspired by Versace’s nineties supermodel looks she terms as “matchy matchy”. Metallics, soft pastels, prints, and a thoroughly uniform colour make up the entire collection. It’s certainly “function and simplicity” first, with all of the A-line dresses and T-shirt tops, emphasising wearability.