The annual initiative highlights the global influence of London’s creative talent ahead of The Fashion Awards 2025.
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The British Fashion Council (BFC) has revealed its 2025 NEW WAVE: Creatives list, spotlighting 50 of the most innovative and forward-thinking young talents shaping the global fashion landscape. The list spans disciplines from casting and styling to photography, set design, and cultural commentary, a reflection of the increasingly interdisciplinary nature of contemporary fashion production.
The 2025 cohort will be celebrated during The Fashion Awards presented by Pandora on 1st December at London’s Royal Albert Hall, an event that has evolved into both a celebration of British creativity and a statement of the industry’s global outlook.
Now in its seventh year, New Wave Creatives functions as both recognition and resource: a curated directory of next-generation image-makers and thinkers, designed to support brands, publications, and institutions in building diverse creative teams. Previous honourees have included Aidan Zamiri, Campbell Addy, Harry Lambert, Kai Isaiah-Jamal, Rafael Pavarotti and Sinéad Burke, names that have since become integral to fashion’s visual and cultural lexicon.
Laura Weir, Chief Executive of the BFC, described this year’s group as emblematic of fashion’s evolving identity.
“NEW WAVE: Creatives capture the pulse of the current fashion landscape, bold ideas, diverse perspectives and boundary-breaking talent,” said Weir. “These are the creatives reimagining what fashion can be in storytelling, image-making and culture. We can’t wait to honour them this December.”
In a shift from previous years, the 2025 selection process incorporated peer input, with the 2024 New Wave cohort invited to nominate and vote on this year’s talent pool. The final 50 were then defined by an international industry panel featuring figures such as Martine Rose, Isamaya Ffrench, José Criales-Unzueta, Anita Chhiba, Duran Lantink, Bunny Kinney and Edward Buchanan.
The initiative underscores London’s position as a nexus of creative exchange, where collaboration across disciplines has become as vital as individual artistry. Beyond the December awards ceremony, the New Waves Creatives 2025 portal will serve as a living directory supported year-round across BFC channels, a reminder that the business of fashion is increasingly powered by the people who shape its imagery, narrative, and identity from behind the scenes.
