ELIGIBILITY CRITERIA
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 (3rd 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, including all categories such as shoes, bags, millinery, and jewellery.
- 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 provide an answer to 18 Minimum Standards (i.e. sustainability requirements) and comment on these statements providing examples from their sustainability strategy. Applicants must answer YES/IN PROGRESS/NO and provide narrative detailing their current or future plans for each standard.
- Applicants who showcase are required to show at London Fashion Week in order to receive the bursary, if applicable.
- Applicants must have a minimum of 2 international/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 3rd March 2024 5:00pm GMT).
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 UK fashion landscape.
- 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 18 Minimum Standards.
- The applicant’s vision for the future of their brand.
- Quality and completeness of application form.
APPLICATION PROCESS
Applications are now open, click here to apply. Applications close at 5pm on Monday 3rd March 2025.
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).
- An answer to each of the 18 Minimum Standards. Plan for the development of their 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. All information supplied will be treated in the strictest confidence and stored securely and accurately in accordance with our Data Policy (which you can find here: https://www.britishfashioncouncil.co.uk/Policy), and will not form part of the judging process. Certain questions on this form are intended to help us maintain equal opportunities best practice and identify and address barriers in the industry to diversity, equity and inclusion. Your personal details will not be divulged to, or shared with, any third party or used for any other reason than to measure the impact and success of this project. If data or insights collected from special category data are shared with such third parties, it will always be on an aggregated anonymised basis.
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 2025.
For inquiries please contact:
newgen@britishfashioncouncil.com