Application & Criteria



  • Innovative millinery designers
  • Applicants should be based in the United Kingdom
  • Applicants should be in business for six years or less
  • Applicants must have a minimum of two stockists
  • If the applicant has been rejected more than three times, they are no longer eligible to apply
  • Each year, the awarded businesses are reviewed and successful applicants can receive up to six seasons of support

Application Process - Phase One

  • Applications are now closed
  • Applicants must upload four signature collection images via the online application form

Phase Two - Submissions

  • Guidance notes for submitting samples will be included in the applicant’s confirmation email. Please do not submit samples unless specifically requested to do so
  • Applicants may be asked to submit up to eight samples, four samples from their autumn/winter collections & four samples from their spring/summer collections that will be considered alongside the application to reach the final shortlist. Successful applicants move onto phase three

Phase Three - Interview Process

  • Those on the final shortlist are invited to be interviewed by a selection panel. The final recipients will then be selected
  • In addition to the samples submitted in the previous phase, applicants will need to bring their full collection, sketches, design mood boards, linesheets & any other supporting material to present to the panel

Additional Information

  • Headonism will run on an annual basis, applications will open in March and close in April. The designers will be announced in June via a British Fashion Council (BFC) press release
  • Designers will be awarded space within the dedicated Headonism area at London Fashion Week (LFW) to showcase their collection
  • A panel is selected each year, which includes key opinion formers, media, buyers and representatives from the BFC and Stephen Jones OBE
  • The panel exists in an advisory capacity only. There may be certain cases where the BFC feels a particular applicant may or may not be suitable for Headonism sponsorship, and the BFC reserves final say

    For further information please contact:

    Luella Bitelli
    Senior Sales Executive
    Tel: +44 (0) 20 7759 1963