The initiative will address two ongoing and interlinked challenges: engaging regional designer retailers in championing new British design talent and creating marketing material that allows designers to promote and sell their collections. Designers eligible to apply for this initiative must have been in business for no more than two years and will be selected by a committee comprising key British retailers, brand development experts and fashion influencers.
Elle Magazine will give the winning designers access to the industry’s top stylists, photographers and creative directors to create marketing materials including images, films and look books. Elle UK will also give the initiative extensive editorial and promotional support. The BFC will partner with retailers to select talent and host in-store events to stock and promote the winning designers collections to their local audiences.
This initiative will complement the British Fashion Council’s existing showcasing support schemes including NewGen sponsored by Topshop and Fashion Forward supported by Coutts & Co.
Image: Elle UK