British Fashion Council and ELLE team up for talent search

Could you be the designer who dresses this silhouette? Photo credit: Swamibu/Flickr

Coming off what is said to be the hottest London fashion show in its 26-year history, the British Fashion Council is using spare time before the September madness to promote new talent. Partnering with ELLE magazine, the two fashion giants will collaborate on a new search for young designers who wish to grow their businesses.

Applications will be accepted until 27th of May, and the British Fashion Council, a non-profit trade group, will seek the approval of retailers like Harrods to promote the winning designers’ collections. ELLE, often considered the world’s largest fashion magazine, will be using their manpower as well.

“We will use our styling and image making expertise to help promote and build their businesses and get their great work into British shops as soon as possible, so style hungry women can wear and support new talent,” said Lorraine Candy, editor-in-chief of ELLE UK.

ELLE will award winning designers access to top stylists, photographers and creative directors to work on promotional materials. The magazine will also award extensive editorial and marketing support.

Eligible designers must be in business for no more than two years and need to have a UK-based business, though it is not required for them to be British. The judging panel, which is still being decided, will be made up of big name British retailers and fashion heavyweights.

Kitty McGee of British Fashion Council, is involved in the project, but explained the organisation is working on other events. She said: “This is the inaugural initiative of its kind but isn’t the biggest that BFC is involved in. We also have NEWGEN, Fashion Forward and the BFC Vogue Designer Fashion Fund.”

With ‘Sam Cam’ joining Carla Bruni and Michelle Obama as political style icons, London’s reputation as a fashion hub can only grow from here.