FASHION FUTURES 2
FROM THE DESIGN STUDIO TO THE FLOOR SHOP

The time: Five Days
The brief: A perfect Little Black Dress
The setting: London College of Fashion.
The prize: the winning dress will be sold by George at ASDA

In a nutshell that’s the essence of Fad Fashion Futures II, a competition to create the perfect little black dress. The winning design will be selected for sale in ASDA this Christmas under its popular ‘George’ label.

Last July 15 finalists entered the competition, hand-picked from a total of 40 students in FF2 phase 1. Their challenge was to create the perfect LBD in just five days during an intensive summer workshop at the London College of Fashion.

The results? Simply stunning. Each dress was unique, and designs reflected styles as diverse as Hollywood, the film star glamour of Marlene Dietrich and the modern musical Chicago. Some finalists had even added elegant finishing touches: a bag matching the dress, an elegant lace-trimmed wrap, or an exquisite gold-beige crocheted top.

You’ll get the chance to see all 15 designs this September 29th at a special catwalk show in the Fashion and Textile Museum London. Here the name of the winner will be announced. They will win the chance to have their design produced and sold this Christmas in Asda under the George Label. Part two of the prize is a two-week placement with the George design studio.

Alas there can only be one winner. But all FAD’s finalists said they profited from the project. We spoke to a few to learn more..

“The main thing I learned was how to research a design,” said Benjamin Quarcoo, a student from Hackney Community College. “Now I’m stronger at research. Anything I see I try to get something out of it for designing.”

Finalist Fiona Nisbett said FAD had allowed her to develop new skills. “I learned about pattern-cutting which I didn’t know about before. The competition taught me the skills needed to construct a dress.”

Another big hit with all the Finalists were the FAD talks from fashion professionals, including Sophie Clinch - chief buyer for George at Asda, a shoe designer, and a fashion stylist. Rahima Begum Isha said she was now considering a career in fashion buying as a result of FF2. “The information we were given was great,” she explained. “We learned about what fashion means, the fact that it is not just the clothes but the overall package.”

Rahima’s reaction was shared by other finalists. As well as encouraging future designers, it seems FF2 may end up inspiring a future generation of fashion buyers, stylists and managers!