APPLICATION FOR FASHION FRINGE AT COVENT GARDEN 2009 IS NOW CLOSED

As founder and creative director of Fashion Fringe at Covent Garden I’m delighted that you are planning to apply for this exciting platform for new fashion talents, now in its sixth year. To help us help you, it’s worth taking a little time to think about what Fashion Fringe at Covent Garden is about and to make sure that it is really right for you to apply.

We take applicants very seriously; we choose our finalists with a great deal of care and we nurture and sustain our winner at all levels as he or she begins the job of building a business. Even with all our support, it is a very tough task. So, when you are filling in this form, be honest with us and don’t fool yourself.

To help you, let us tell you what the likely winner must deliver –

1. Solid design principles backed by an individual handwriting, which does not include copies of details, shapes etc. already seen on catwalks. Remember, you are not a student. You are a creator.

2. An exciting, challenging runway show, highlighting the designer’s original creative thought without being fantasy or fancy dress. Remember, fashion is not only about ideas, it is about selling clothes but that doesn’t mean that a good runway show shouldn’t have drama or event theatricality.

3. Plans and projections which show an awareness of the money side of setting up a designer label in order to sustain it for more than an initial season. Remember, few designers have much hope of turning a profit in their business for at least four seasons, and even then they would be considered exceptionally talented – and very lucky were they to do so. This is a tough business with no quick fixes.

4. The last word of advice – Don’t try to second-guess what the judges want. They actually want you to show what you believe in, not something you think they might believe in. As world-class members of the fashion business, they are not easily fooled and they have seen everything so they can spot a ‘rip-off’ immediately. Remember, just be yourself.

Being a designer is a demanding career and it isn’t just about clothes. It requires determination, self-belief, the ability to work hard – and the courage not to give in. In addition, a successful designer today has to have not only business but social skills, needs to be switched on to many different aspects to modern life and to have the ability to be self-aware and honest.

Sadly, we can only have one winner each year so, before you send us your completed form, think a bit about how you will react if that isn’t you. Of course, if you’ve been lucky enough to be one of the four finalists, you are in a sense already out there. You will have had the exposure in The Sunday Times Style, Vogue.com and worldwide media generally. But you have to have a mind set which has faced the possibility no only of winning but of not winning.

What will you do? Will you carry on your business – or will you have another go for Fashion Fringe at Covent Garden?

Good Luck


Colin McDowell
Creative Director