Founded by The British Fashion Council in collaboration with River Island, MTV and Iceberg, the new initiative will help young designers build their sustainable view on future commercial and catwalk fashion with lines inspired by the MTV music channel.
Among the BFC collegiate designers taking part in the initiative, the winner will cement a position on River Island’s rails to sell their sustainable, MTV-inspired lines across the globe, showcase their ready-to-wear range on the runway at London Fashion Week in September, gain work experience at Milan Fashion Week with Iceberg and receive one year’s design college tuition from MTV.
“MTV prides itself on inspiring and elevating youth culture on a global scale,” says Kerry Taylor, executive vice president, youth and entertainment, ViacomCBS Networks International. “Fashion is one of the many ways fans connect with our brand. We’re thrilled to partner with British Fashion Council, Iceberg and River Island on this unique worldwide competition to provide a once-in-a-lifetime opportunity for a young designer to make their mark on the world.”
“We’re delighted to be working alongside the British Fashion Council, MTV and Iceberg on this exciting new project,” says Naomi Dominique, director, design, River Island. “With one of the largest in-house design teams on the U.K. high-street and more than 60 years of fashion retail experience, we are advocates of discovering and supporting future design talent and are well-placed to help guide the designers in realizing their creative vision, while also appealing to our customer and being sympathetic to our planets resources."
A shortlist of finalists will also go through an additional panel process to bring their MTV-inspired runway pieces to life at London Fashion Week Men’s in June 2020.
“The BFC is uniquely placed to bring the creative industries together in support of arts education, and we are delighted to work with MTV to bring this competition to life with one of our own British designers, James Long,” says Caroline Rush, chief executive officer, British Fashion Council. “It is an invaluable chance for fashion students to think carefully of how their future brands will impact the planet and to put sustainability at the heart of their designs.”
“MTV has been a huge player in popular culture since I can remember with strong visual impact, fashion and music being a major part of my creative process,” says James Long, creative director, Iceberg. “MTV’s culture and platform is representative of both mine and Iceberg's brand values of diversity and inclusivity with a positive fun attitude.”
The competition will be supported through MTV Breaks, an international MTV initiative that provides real-life opportunities to the next generation of creative talent around the world.