The South African programme follows right after the successful STEAM launch in the United Kingdom that took place earlier in 2022, which was initiated by H&M.

"H&M is a brand that's always evolving, and we always rely on STEAM to unlock endless possibilities in our journey to make fashion accessible and more sustainable," says Caroline Nelson, country manager at H&M South Africa.

"We want to use the programme to spark interest and bridge the gap in the shortage of women enrolling in STEAM programmes. A particular highlight during the programme was seeing these young future leaders showing interest and participation in the workshops," adds Nelson.

According to Statistics SA, women account for a mere 23% of Science, Technology, Engineering and Mathematics (STEM) professionals.

The number is increasing yearly, which is why H&M and Scifest Africa are eager to create even more awareness around STEAM and the career opportunities it holds; 40 young women were enrolled in the workshops during 2022 programme.

According to H&M, the programme consisted of:
  • inspirational sessions
  • workshops, and
  • roundtables to spark interest and impart knowledge to the students about the STEAM field.

H&M says that the sessions covered both pathways into STEAM and areas where STEAM is present in our everyday life. Interesting topics covered during the workshop included:
  • 'Science and Technology in Conservation and Fashion'
  • 'The journey to making diagnostics tests for monitoring health', and
  • 'The myths around Mathematics'.

"The partnership with H&M to launch the STEAM programme is a crucial way for these young women to expand their knowledge and employment opportunities to contribute and drive diversity and inclusion in these fields that are currently male-dominated," says Monica Newton from the National Arts Festival and Grahamstown Foundation.

"We need more brands to take up this initiative to help drive change in the country. No matter how many times we have run this programme in the country, nothing compares to seeing the young faces light up when they unlock the possibilities of the different types of opportunities in the STEAM field," adds Newton. 

In addition to the STEAM programme, a three-month mentoring programme will foster the professional and personal development of selected mentees, as well as seek to inspire participants while developing a range of skills including:
  • insight into industry trends
  • personal development, and
  • continuous exposure to 'future skills'.

H&M concludes that the mentoring programme will include one-on-one sessions on key topics with mentors from H&M South Africa, who were selected for their expertise or experience in each field.

For more information, visit www.hm.com. You can also follow H&M on Facebook, Twitter or on Instagram.