BFC NEWGEN in partnership with TikTok

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Eligibility Criteria

In order to be considered for NEWGEN support applicants should meet the following criteria:

  • Applicants should have an established designer fashion business that has been trading for less than three years on first submitting the application. Successful NEWGEN applicants are eligible to apply three consecutive times.
  • The NEWGEN initiative is open to all gender collections and/or accessories, millinery or fine jewellery. Collections cannot consist of bridal wear or childrenswear.
  • The applicant’s company should be based in the United Kingdom.
  • You can be trading as a registered company or a sole trader when you apply, but if you win NEWGEN you will be required to register your company within six months of winning the award. You can find information on how to register your company here
  • Applicants who produce fashion shows are advised to show at London Fashion Week if applicable
  • Applicants must have two collections which have been sold via wholesale (minimum of 2 stockists), AND/OR e-commerce AND/OR direct to consumer.
  • NEWGEN can only be won 3 times (designers are required to reapply each year)


Assessment Criteria

Applications will be reviewed against the following areas:

  • Creative merit: demonstrating a strong aesthetic and point of difference
  • Contribution of brand and designer to the voice of UK fashion and how they have given back with their time/resources to further the ecosystem
  • The quality of stockists and/or proven direct to consumer sales channels
  • The level and quality of media recognition
  • The applicant’s demonstration of how they are addressing the three pillars of Positive Fashion: Environment, People and Craftsmanship & Community
  • The applicant’s vision for the future of their brand
  • Quality and completeness of application form

Application Process

Applications are now closed.

Applicants will be asked to submit the following information with their application:

  • Company Information
  • A PDF look book from the last two collections (maximum file size is 2MB)
  • A PDF file of latest press book (maximum file size is 2MB)
  • Two industry referees (buyer and/or journalist)
  • Financial Information (annual sales and turnover, wholesale sales)
  • A short statement of how they are addressing the three pillars of Positive Fashion: Environment, People and Craftsmanship & Community
  • Plan for the development of your business over the next 2 years
  • Applicants who fail to complete the form correctly and supply all requested information will be removed from the process.
  • Applicants will be asked to complete equal opportunities information about their business, their staff and themselves, this information will be kept on file for information only and will not form part of the judging process.
  • No samples should be submitted unless requested
  • If you would declare yourself disabled under the Disability Act 1995 and need any support accessing this application form, large print, easy read, or audio recording, please contact: newgen@britishfashioncouncil.com


Judging Process

  • Applications will be reviewed and shortlisted by Sarah Mower, MBE and the British Fashion Council, alongside representatives from the final judging panel
  • Applicants will be informed if they have been shortlisted for interview
  • Applicants on the final shortlist are then invited to be interviewed by the judging panel. Interviews are scheduled to take place April 2021 (TBC)
  • There are three judging panels, two focused on Ready to Wear (womenswear and menswear) led Sarah Mower MBE, the third focused on Accessories, led by Stephen Jones OBE and Stephen Webster MBE.
  • A panel of judges is selected each season, which includes key industry opinion formers, media, buyers and representatives from the BFC
  • Ahead of the interview the shortlisted designers will be asked to submit up to four looks from their current collection, for consideration by the judging panel on the interview day
  • The judging panel is there in an advisory capacity, the BFC reserves the right to make the final decision

The winner will be announced in May 2021. All successful applicants must attend the announcement event.

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