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THE NEW GENERATION
At any given time around 40,000 British students are studying fashion, but only a handful will make it to the big time. And, as many graduates could tell you, breaking into the business can seem like an impossible task. Each year, however, 13 talented newcomers are selected for what is known as the New Generation Award, sponsored by the British Fashion Council.
The prize gives winners financial backing for three seasons, which should be enough to set them on the road to style glory. Among those receiving support this year are Bora Aksu from Turkey, Japan's Miki Fukai and Jonathan Saunders from Scotland - names to look out for in years to come.
"There is no other way to show," explains Jonathan, whose geometric prints have already made an impression in Milan. "You need the New Generation money to survive. And if you don't survive after three seasons of financial help, there must be another reason."
Denmark's Jens Laugesen, who is a previous winner of the award, has just presented his third LFW show with New Generation backing. Now an established name in the industry he designs for a leading fashion retail chain and sells in boutiques as far afield as Japan, Russia and the US.
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Jonathan Saunders is one of
13 new talents who received sponsorship from the Council
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