Meet the it-kids showing up for Britain’s finest fashion talents
Daniel wears all clothes self-styled; Shelley wears jacket, jeans and shoes PULL&BEAR
With support from Pull&Bear, the British Fashion Council's NEWGEN scheme puts on some of the most major shows and presentations this season, attracting a community of snappy dressers. Here, we meet the show-goers.
In partnership with Pull&Bear
Words: Olivia Allen
Ah, September! With its crisp air and shorter days, this magical month marks the return of London’s best dressed and most enthusiastic fashionistas. After a sleepy summer spent snapping #ootds by the pool and sipping picantes, they’ve hopped off overbooked EasyJet flights, ready to trade turquoise vistas for the greying streets of The Strand. Fuelled by diet coke and a new wardrobe that’s sent them deep into their overdraft, the fashion-forward crowd has gathered once more, flocking for a taste of the hot new things, care of BFC NEWGEN.
For over 30 years, the British Fashion Council’s NEWGEN initiative has been the ultimate launchpad for the next generation of designers, taking raw, untapped talent and turning it into the future of fashion. We’re talking big names like Alexander McQueen and JW Anderson, who both started here. Although, BFC NEWGEN doesn’t rest on its laurels. This year, the lineup is fiery as ever, with trailblazers like Aaron Esh, Sinéad O’Dwyer and Chet Lo leading the charge. From Ancuța Sarca’s signature upcycled footwear to the sculptural silhouettes of Karoline Vitto, these designers are pushing the boundaries of what British fashion can be – and we’re here for it.
With Pull&Bear backing BFC NEWGEN as this year’s principal partner, it offers more than just a stage, but a full-on creative ecosystem. The brand’s “Canvas for Creativity” plays a big role here. No, it isn’t just about injecting young designers with cash; it’s about giving the likes of Kazna Asker and Steve O Smith the resources, mentorship and space to flex their creative muscles. As part of its newly launched platform, Pull&Bear will also lean into its longstanding network and expertise, allowing the designers to reach a fully fledged worldwide community.
Indeed, the collections Pull&Bear is helping support are more than just the snapshots you’ll see on every PR girlie’s IG story, they’re reassurance of the energy and passion of a new generation – something that’s felt in the fanbase surrounding each of the BFC NEWGEN creatives.
This season, we’ve been delighted to see how well it’s all been going down. Still, we wanted to offer a zoomed-in view from Ground Zero itself, which is why we caught up with some of the snappy dressers stopping by to check out the shows and presentations underway. Let’s meet them, shall we?
Shayden
23, model, actor, biker
Shayden wears jacket, jeans, bag and shoes PULL&BEAR
Which designers are you excited about?
Burberry and Di Petsa.
What makes London an interesting city style-wise?
I love the old-school vibes, suited-and-booted type style. Anything old fashioned. But Milan is my favourite, it’s the mix of gothic vintage and history.
What are you sick of seeing people wear?
People will hate me on this but Tabis – one toe either side is not for me. I need something with all my toes together. No flip flops, no camel-toe shoes.
Katy and Leia
K: 19, student; L: 21, stylist
Katy and Leia wear all clothes self-styled
What is a misconception people have about you?
K: My eyebrows are gone so people think I’m scary. I shaved them off because they were too much work to maintain.
L: Everyone assumes that I’m bratty and that I’ll have a problem with them but I’m a sweetheart with a lot of love in my heart.
What’s the worst TikTok trend?
K: I love when people accessorise their bags but you can’t half-arse it, you need to commit to the bit.
What emoji is the world missing?
K: Everyone on TikTok is saying there used to be a robber emoji but it doesn’t exist, so we need to actually have one and put people’s minds at ease.
If your life was a film, what would it be?
L: Scarface. I am the female Tony Montana, he is my alter ego. He’s a sassy little man, he wants the world and he got the world.
Hugo and Michaela
H: 24, content creator and model; M: 21, medical science graduate
Hugo wears coat, T-shirt and shoes PULL&BEAR; Michaela wears jacket, dress and shoes PULL&BEAR
What were you wearing on your first date?
M: Our first date was Covid so it was not cute but when we first met I was in a Christopher Esber deconstructed gown and Hugo was in a tuxedo.
Is there anything you guys don’t agree on fashion wise?
H: Jorts.
M: I’m very specific on the jort length. The proportions are very important.
What clothes do you guys share?
M: A lot of his coats because they’re the perfect ankle length for me.
H: I wear a lot of her shirts as baby tees.
Who is the best dressed couple?
H: Posh and Becks, we have a whole Pinterest board.
Elise
24, student
Elise wears all clothes self-styled
How would you describe your style?
Eclectic, I change it up but I love vintage. Anything from the ’90s, Vivienne Westwood, Christian Lacroix. I shop a lot on Vinted.
What are your Vinted tips?
You wanna know who you’re looking for, train your algorithm by liking things.
Any Depop Drama-style horror stories?
I’m a silent buyer and then I move on. I’m too ADHD to leave reviews.
Who is your style muse?
Gustavo
25, model and stylist
Gustavo wears joggers, shirt and loafers PULL&BEAR
How would you describe your style?
At times, confused. A cocktail of smarter wear and sportswear, with a loafer in the mix.
What song are you getting ready to?
Usually something like the Rolling Stones – Cops and Robbers is a go-to. At the minute, I’ve been listening to a lot of classical music. My shower song changes how I approach the day. Sometimes you’re ready to attack the day, but today I had classical on blast so I’m pretty serene.
If you could take a designer out for dinner who would it be and where would you go?
S.S. Daley. I’d take him to this really incredible secret sandwich shop in Rome that I’ve totally forgotten the name of – probably for the best.
Bethany
22, influencer
Bethany wears jacket, top, skirt, shoes and bag PULL&BEAR
Who is your style inspiration?
I love Dua Lipa at the moment, my forever summer inspo. For autumn, Bridget Jones. I’m excited to be a frazzled English woman.
How do you pull off a frazzled English woman?
A lot of scarves, coats, anything from charity shops, hand-me-downs… The older the better.
Are there any fashion faux-pas you look back on and cringe at?
Fishnet tights under jeans, anything from the Tumblr era.
Alex
31, photographer
Alex wears all clothes self-styled
What would you say people’s first impression of you is?
I hope it’s. “Oh, he’s really cool.”
Are there any fashion items you look back on and cringe at?
I had a Pokémon sweater. It was not the best.
Last text you regret sending?
I don’t regret anything.
Shelley
25, content creator
Shelley wears jacket, jeans and shoes PULL&BEAR
Whose wardrobe would you raid?
Devon Lee Carlson because she has the most eclectic pieces and great basics. You’d find shit you wouldn’t find elsewhere.
What’s your best second-hand purchase?
My first pair of Tabis that I got second hand in Tokyo. Perfect condition black ballet flats. I manifested them.
Which trend needs to make a comeback?
I’ve been telling everyone, skinny jeans are on the up. It’s gotta be a Mary-Kate Olsen vibe – City bag, big glasses, big boots.
