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

  • Applicants should have a designer fashion business that has been actively trading for less than 3 years at the time of applications closing (1st March 2024) in order to enter the first year of NEWGEN. Successful NEWGEN applicants are eligible to receive NEWGEN support for a maximum of 3 consecutive years.
  • The NEWGEN initiative is open to all ready-to-wear collections and/or accessories, millinery or jewellery. Collections cannot consist of bridalwear or childrenswear.
  • The applicant’s company should be based in the United Kingdom.
  • The applicant's company should be majority-owned by the Creative Director/Designer. (No less than 75% of the business owned by the Founder(s)/Designer(s) and immediate family.)
  • Applicants can be trading as a registered company or a sole trader when they apply, but if awarded NEWGEN,they are required to register their company within 6 months of being awarded. You can find information on how to register your company here.
  • Applicants must meet all of the IPF Minimum standards as outlined in the questionnaire within the application form. 
  • Applicants who showcase are required to show at London Fashion Week in order to receive the bursary, if applicable.
  • Applicants must have 2 collections that have been sold (minimum of 2 international and UK stockists), and/or sell direct-to-consumer (DTC-only brands should have been trading via their own ecommerce or social media channels for at least 6 months and have minimum £50,000 annual sales.)
  • NEWGEN can be won a maximum of 3 times. Since 2023, NEWGEN recipients currently in their 1st or 2nd year of NEWGEN are no longer asked to fill out the below application form to continue receiving support (up to 3 years of NEWGEN support). They will be required to provide updated information via a separate shorter form instead (deadline to submit 1st March 2024 5:00pm GMT).


Applications will be reviewed against the following areas:

  • Creative merit: demonstrating a strong aesthetic and point of difference.
  • Contribution of brand and designer to UK fashion ecosystem and how they have given back with their time/resources.
  • 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 the Institute of Positive Fashion (Environment, People, and Community & Craftsmanship) and compliance to the IPF Minimum Standards.
  • The applicant’s vision for the future of their brand.
  • Quality and completeness of application form.


Applications are now closed.

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

  • Company Information.
  • A look book from the last two collections.
  • Latest press book.
  • Two industry referees (buyer and/or press)
  • Financial Information (annual sales and turnover, seasonal sales).
  • A short statement of how they are addressing the three pillars of the Institute of Positive Fashion (Environment, People, and Community & Craftsmanship), and compliance to the IPF Minimum Standards.
  • Plan for the development of your business over the next 2 years.

Please find here a PDF of the application form which you can use to prepare your answers. Please note, all applications must be submitted digitally, this document serves as a reference only.

*Application form best practices 
-Use Google Chrome on a desktop/laptop 
-Be sure to check all file formats match the specifications required – you will find these next to each of the fields that require a file upload
-Additionally, be sure to check that that file sizes do not exceed the size limit listed
-If possible - prepare answers in Word or excel so you can copy and paste them in directly  

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 internal use only and will not form part of the judging process.


  • Applications will be reviewed and shortlisted by Sarah Mower, MBE, and a sift judging panel. 
  • Shortlisted applicants will be invited to interviews with the judging panel. Interviews are scheduled to take place April 2024.

For inquiries please contact:

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