With less than ONE MONTH to go until London Fashion Week things are really hotting up in the British style capital. All over town fashionistas are prepping their wardrobes, charging their cameras and generally preparing themselves for 5 days (and nights) of non-stop shows, parties and photo opp’s galore. Whilst to the untrained eye London Fashion Week may just seem like an excuse to splash out on a new wardrobe and guzzle champagne from morning ’til night, really it’s so much more. Thanks to the tireless and might I add, non-profit, work of the British Fashion Council, LFW provides talented young designers with a platform to showcase their collections to the top press and buyers in the business. Over the past few weeks I’ve posted about not one, not two, but THREE of the British Fashion Council’s ingenius initiative’s for helping emerging fashion stars share their work with the world. Well, now it’s time to share a fourth. This very morning the BFC announced this year’s recipients for their ultra prestigious Fashion Forward Award. I could wax lyrical all day about the brilliance of this scheme but in the interest of not boring anyone to death, I’ll try to be concise. Every year Fashion Forward provides a handful of up-and-coming designers with sponsorship to show their collections at London Fashion Week for two consecutive seasons. Previous winners include Christopher Kane, Erdem, Jonathan Saunders, Giles and Richard Nicoll so suffice to say, it’s one of the most coveted awards in the industry and marks our anyone who nabs it as a serious fashion player.
So without further ado, this year’s recipients are… Louise Gray, Henry Holland, Mary Katrantzou and James Long, the first menswear designer ever to be awarded the prize.
|From left: Louise Gray, House of Holland, Mary Katrantzou & James Long (all SS12)|
As a long-standing Mary Katrantzou obsessive I’m thrilled to hear that she’s scooped up the award. If those digital print delights of hers dont just scream fashion forward then frankly, I don’t know what does.
Love Ella. X