It’s less than a month to go until this year’s Fashion Awards, and the British Fashion Council are continuing to drum up anticipation by revealing categories ahead of time. Yesterday we saw catwalk star Anok Yai finally named Model of The Year, crowned by a panel of experts that included Campbell Addy, Carlos Nazario and Pat Boguslawski. Following that up, the BFC have today unveiled the winners of a second award, this time its 2025 NEW WAVE: Creatives roster.
For those unfamiliar, the NEW WAVE is a list of the 50 “most innovative and inspiring young creative talents” who have made their voices heard in the global fashion industry over the past year. “NEW WAVE: Creatives capture the pulse of the current fashion landscape – bold ideas, diverse perspectives and boundary-breaking talent,” said BFC CEO Laura 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.”
As Weir says, the recipients will be honoured at next month’s awards ceremony alongside big-name nominees like Martine Rose, Willy Chavarria, Jonathan Anderson and Miuccia Prada – but who are the lucky 50 bagging the award this year? Names include fashion theorist Rian Phin, who’s amassed a huge online audience with her incisive fashion commentary; the London-based stylist Douglas Miller, whose work draws from both his queer and Scottish identities; Dazed contributor Anastasia Vartanian, a writer and journalist featured in our list of women reshaping fashion in 2025; and Odunayo Ojo, the journalist, critic and creative consultant better known as @fashionroadman. Elsewhere, stylist America Korban, photographer Ejatu Shaw, image maker TJ Sawyerr, casting director Roxane Dia, creative director Tim Heyduck and make-up artist Yasmin Istanbouli make up the rest of the list.
Today’s announcement follows several months of voting, where industry experts narrowed a crowded field of talent down to just 50 names. The panel for 2025 included some of the global fashion industry’s most influential voices, like fashion designers Martine Rose, Duran Lantink and Charles Jeffrey, creative consultant and Perfect fashion director Edward Buchanan, Nowness creative director Bunney Kinney and make-up artist Isamaya Ffrench.
Head here for the full list of 50 NEW WAVE: Creatives