The British Fashion Council (BFC) today announces celebrity stylist Sam Woolf as the recipient of the Pandora Style Moment of the Year Award at The Fashion Awards 2025 presented by Pandora (TFA). The event will take place on Monday 1st December 2025 at the Royal Albert Hall in London. The Award, to be presented by legendary model and actress Iman, celebrates a stylist behind fashion or entertainment moments that have left a lasting mark on culture, innovation and influence.
An Australian native, Sam is a fashion expert known for crafting some of Hollywood’s most talked about looks. This Award recognises his work styling Doechii throughout 2025, delivering a series of defining fashion moments that captured global attention from the Grammys and BET Awards, to her standout looks at Paris Fashion Week, the Met Gala and Glastonbury. Sam’s collaborative storytelling approach has been instrumental in shaping Doechii’s distinctive style and establishing her as a fashion innovator.
Laura Weir, Chief Executive Officer, British Fashion Council: “As a fan of Doechii, I was first introduced to Sam’s work through her and it was immediately clear he was doing something original. His collaboration with her stands out for its authenticity and the way it captures her range as an artist. Each project begins with a clear vision and a commitment to character, every look has intent, a point of view. He uses fashion to build identity and narrative, it’s storytelling in motion. He is a truly deserving winner.”
Berta de Pablos-Barbier, Chief Marketing Officer, Pandora: “Styling is storytelling, a powerful way to translate individuality into visual narratives that resonate far beyond the moment. Sam’s work embodies this art, creating looks that define presence and leave a lasting cultural imprint. His collaboration with Doechii beautifully illustrates how fashion, styling and jewellery together can shape moments that transcend time and continue to inspire.”
Sam was selected as the winner by a judging panel composed of Beka Gvishiani, Founder, Style Not Com; Elias Medini (Ly.as), Content Creator and Fashion Commentator; Hanan Besovic (ideservecouture), Fashion Commentator; Kim Russell (thekimbino), Fashion Historian, Stylist and Instagram Creator; Nicky Campbell, Fashion Critic and Red Carpet Correspondent; Clara Mercer, Chief Marketing Officer, BFC and Francesco Terzo and A. Filippo Ficarelli, Pandora’s SVP Creative Directors. The panel was moderated by Lakeisha Goedluck, Culture and Fashion Writer for Dazed, GQ, Stylist, Vogue and Hero Mag.
TFA is a vital fundraiser for the BFC Foundation and spotlights the cultural power of fashion, its most iconic moments and the visionary talents pushing boundaries and redefining the industry. The evening will celebrate how fashion drives and is driven by wider culture, intersecting with music, film, sport and performance art to shape the visual language of our time.
The British Fashion Council thanks its Principal Partner Pandora and all partners and supporters whose commitment makes TFA possible: Official Partners - eBay and The Peninsula London. For information on ticket sales, please visit here. For Table and Box enquiries, please email adam.mace@britishfashioncouncil.com.
