Headonism is a British Fashion Council initiative curated by Stephen Jones, celebrating the new wave of emerging London milliners. It showcases emerging London milliners within an installation at London Fashion Week. It gives these designers the opportunity to further develop their businesses, as well as exposure amongst both UK and international media and retailers. A panel of judges is selected each season which includes key opinion formers, media, buyers and representatives from the BFC. Those selected will receive sponsorship and mentoring throughout the year with event and pop up shop opportunities.

We recommend that you research previous winners and the selection process of Headonism on our website:

Current designers
Previous Designers

Apply for HEADONISM S/S 2015
Deadline for application forms to be submitted online: Friday 9th May 2014.
Please read the terms of entry and guidance notes carefully.


  • Innovative millinery designers
  • Applicants should be based in the United Kingdom.
  • Applicants should have an existing business of less than six years.
  • Applicants should have experience with Production and Sales.
  • Applicants must have a minimum of two stockists.
You are required to submit:
  • A full list of UK and international stockists.
  • Quote from support
  • 5 year plan
  • Business plan
  • Why you would like to be a part of Headonism  
  • 4 signature collection images from your previous collection  
  • Equal opportunities section must be completed, but can be anonymous, this will be kept and will not affect your entry.
  • If you have been rejected more than 3 times, you are no longer eligible to apply.
  • Once you have completed your application form online, this will be reviewed and you will be notified by email whether your application has been accepted.
  • Guidance notes for submitting samples will be included in your application confirmation email. Please do not submit samples unless you are requested to.
Please Note:
  • If you are asked to submit samples, you will need to submit 6 pieces from your autumn/winter 2014 collection in late May / early June 2014.
  • If you are in the final short listed group to be interviewed by our selection panel this will take place in late May / early June 2014.

 * I have read and understood the terms of entry and guidance notes set out above.