It's been a long time coming. A global destination store focusing entirely upon the best and brightest of our homegrown fashion designers. A world stage where our most talented young people can strut their immensely wonderful stuff.
Here in Great Britain we have a tremendous infrastructure in place for up and coming designers: world leading colleges and schools, the mighty British Fashion Council with its relentless dedication to the cause, affiliations with Vogue, Elle, Topshop and more. New designers can sometimes find themselves stocked by amazing retailers from the likes of Topshop to the formidable Browns, Net-a-Porter, My-Wardrobe and a smattering of gorgeous boutiques the land over. But there is no single retailer only representing designers based here in the United Kingdom. Until now.
youngbritishdesigners.com launches this coming September. It was born out of a passion for British fashion. In particular a passion for young designers (and by young we mean still in the formative years of their brand, we really don't mind if they start designing at 60 or beyond.)
And it's all about risk.
Our British designers are lauded the world over. Once London Fashion Weeks are done the wave of applause reverberates across the entire globe. There is just something about being a young British designer. It's not the sophisticated je ne sais quoi of our European cousins or the high octane desirability of our US counterparts. It's just so, so cool Britannia. It's about knowing that you really can be the next Vivienne, the next McQueen. It's about pushing boundaries, breaking rules that really shouldn't be broken, risking everything in pursuit of your dreams.
And they do. Risk everything. Visits from Health & Safety to the ghettos they work in. Living on a pittance to afford ever rising material costs. It's a far from glamorous hand to mouth existence for far too many young designers, not all of them, but most. Quite often the first collection can be the last collection for many years if their brand isn't given the space and the nourishment it needs to flourish. A much coveted place at NewGen or Vauxhall Fashion Scout does not mean everything in the garden is rosy. Designers need to start selling in order to survive.
It's because our young designers are so world leading, so wholly passionate and dedicated to the cause that we are delighted to dedicate ourselves to them. Some forty designers are joining us for our launch in September. Some are names you may have heard of, some will be outrageously brand new to the world. All of them have created the most spectacular Autumn Winter collections.
In the coming weeks we'll be introducing you to each and every one of them.
You can find them first. You can wear them first. You can help grow our country's brilliant young talent. Here.