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Young British Designers feature - 'How to be in Fashion now' - 4th August 2015 Biased maybe, but the UK really is the hotbed for young fashion talent. And no other retai..

YBD and Sophie Hulme picked out by Flossie, Style Fashion Editor – July 2015

I'd like to have been to each and every Fashion Week. I haven't. But even without having been to all of them I know that London is best.

And I can't tell you just how much we at Young British Designers are looking forward to this next one. Back in February we were just four kids with an idea. Well, when I say kids I only mean in the Scooby Doo adventure sense. We were on the cusp of following our dream: to launch an online portal showcasing the very best of the emerging designers in Great Britain. But back then no one knew us from Adam and we had to fight our way into a few shows (back row, standing room only). And with each and every designer we spoke to we had to go through the whole story of YBD all over again.

This LFW we are have been invited to a fair few shows and already have copious buying appointments made. In just a few days time we are launching our vision onto a largely unsuspecting world. Around forty designers (and growing) will be featured and each and every one of them is completely amazing in their own right.

The majority of them have come to us via London Fashion Week whether it be NEWGEN, On/Off, Estethica or Vauxhall Fashion Scout. And that's why LFW is best. It pulls out all of the stops to support emerging young talent. It encourages young designers to take a risk in an otherwise risk averse world. It has a rawness, an edginess, a boldness that just isn't to be found at the other Fashion Weeks.

Everyone who goes there plans, plots and schemes to look uniquely their individual best. You can sit on the wall in the courtyard at Somerset House and just rejoice in all that is British and all that is fashion. And that's even before you meet the designers themselves.

We may be biased but we think our homegrown talent just explodes into the senses when viewed all at once. From Somerset  House to On/Off to Vauxhall Fashion Scout we bubbled and burbled and pretty nearly burst with the talent goldmine we could see, touch, feel.

And that's surely the way it is for every visitor to London Fashion Week. A veritable explosion of passion, dedication, risk and, hopefully, reward. See you there.

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