If the British Fashion Council is the incubator of local design, consider GQ the baptism. Because, for the last 10 years, both have worked in tandem to award the next big menswear name a prize fund and priceless mentorship. For the uninitiated, British fashion is very good. And, despite fashion being a tough landscape, we want to nurture the next gen and provide all the tools necessary to turn a sapling talent into a brand proper.
Breaking fashion can come at a cost, both financial and personal, and what goes on behind the scenes is a mammoth task. Case in point, Martine Rose told GQ this summer that at most points in her career, she hasn’t been able to afford to put models down a runway, and there were times that she thought her brand wouldn’t even be a success. It’s tough.
Offering a cash prize, as well as mentorship from fashion industry leaders, the BFC/GQ Designer Fashion Fund has previously been awarded to Priya Ahluwalia, founder of the eponymous label, Samuel Ross of A-Cold-Wall*, Craig Green, Nicholas Daley, E Tautz and Christopher Shannon.
Applications for the 2024 BFC/GQ Designer Fashion Fund are now open over at the BFC site. The winner will receive a substantial (£100,000!) lump sum and invaluable advice and mentoring from the industry’s finest talents. Any hopeful applicant’s collection should consist largely of menswear, men’s accessories or unisex clothing. The entries will be judged by a panel of industry sages: GQ‘s Adam Baidawi, CEO of the British Fashion Council Caroline Rush, and more that will be announced in the coming weeks. Applications then close on 5 January, while the winner will be announced later this year.
Last year, Wales Bonner, she of impeccable Afro-Atlantic-inspired menswear and really sick sneakers, took home the prize. For 2024’s winner, that’s pretty good company to be in.
