ELIGIBILITY
Business Specifications
Applicants must have a designer fashion business that has been actively trading in the UK under the same brand name for less than 3 years* at the time of applications closing (11th December 2026) in order to enter the first year of NEWGEN. *Applicants who have been trading in the UK for less than 3 years, but have traded under the same brand through an entity based abroad for longer than 3 years, are not eligible to apply.
The applicant's business should be based in the United Kingdom. Applicants can apply as a registered company or a sole trader. However, successful applicants must register their company with Companies House within 6 months of being awarded NEWGEN.
If trading as a limited company, the applicant's business should not be majority-owned by a third party. The Creative Director/Designer/Founder, their family and friends should own no less than 75% of the business combined.
Creative Excellence
Applicants must demonstrate a distinctive and innovative creative vision, with a clear point of view that sets them apart. This vision should be expressed through a strong, coherent brand identity that is recognisable across collections, imagery and communications, together with a high standard of execution, including attention to detail, quality of construction, and a considered use of fabric and craftsmanship.
Product Category
The applicant's collection should consist of ready-to-wear and/or accessories, including shoes, bags and millinery.
Sales
Applicants who trade via wholesale only should have a minimum of 2 reputable international and/or UK stockists.
Applicants who sell direct-to-consumer only should have been trading via their own e-commerce, social media channels or store for at least 6 months and have minimum annual sales of £30,000 (or sales to date, if trading for less than a year).
Applicants who trade via both wholesale and direct-to-consumer must meet at least one of the two above conditions.
Recognition
Applicants must be able to show editorial coverage or industry support from both UK and international media.
Minimum Standards
Applicants must respond to each of the 18 Minimum Standards (sustainability requirements), answering YES, IN PROGRESS or NO, and provide a narrative for each, with examples of their current practice or future plans.
Showcasing
Applicants who produce fashion shows will be required to showcase as part of London Fashion Week for the period they are part of the programme. Designers who only activate at other international fashion weeks will not be eligible for funding.
Other Specifications
Successful applicants can receive NEWGEN support for a maximum of 3 consecutive years.
Recipients currently in their first or second year of NEWGEN do not need to complete this application form to continue receiving support. Instead, they will be asked to provide updated information in March 2027.
ASSESSMENT
Applications will be assessed on creative merit, point of difference and the brand's contribution to the UK fashion landscape.
Applicants must also have growing industry recognition, evidenced by the quality of their stockists and/or proven direct-to-consumer sales channels, and the level and quality of their media coverage. They should set out a clear vision for the future of their brand and demonstrate how they are addressing the 18 Minimum Standards.
The quality and completeness of the application form will also be taken into account.
APPLICATION
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Equal opportunities information
Applicants will be asked to provide equal opportunities information about themselves, their business and their staff. This helps us follow equal opportunities best practice and identify and address barriers to diversity, equity and inclusion in the industry. This information will not form part of the judging process.
All information will be treated in the strictest confidence and stored securely in line with our Privacy Policy. Your personal details will not be shared with any third party, or used for any purpose other than measuring the impact and success of this project. Any insights drawn from special category data that are shared with third parties will always be aggregated and anonymised.
JUDGING PROCESS
Applications will be reviewed and shortlisted by a judging panel of industry experts and funding representatives chaired by Sarah Mower MBE.
Shortlisted applicants will be interviewed in March 2027.
For enquiries, please contact newgen@britishfashioncouncil.com