The FAD Competition is directed at young designers studying at fashion colleges across the UK, as a way of supporting and spotlighting new designers and to help fashion students bridge the gap between college and industry. All UK fashion colleges and universities regard it as the "must-enter" competition integrating art, fashion and culture.

It counts with the collaboration of fashion retailers and designers, cultural institutes, museums and corporate companies.

The selection jury is made up of experts in the varied fields of the fashion industry.

The students are given a cultural brief on which to base their designs and fabric choices, creating a fashion ensemble that captures its essence. The competition is a platform for students to show their work to textile manufacturers, fashion press, retailers, and leading fashion houses. To be selected as a finalist already enhances them professionally by providing a showcase for their work. In addition the winner and the two runners-up are provided with much sought-after work placements with fashion companies, with prize money awarded to enable them to take up the placements.