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Headonism Application & Criteria



  • 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.

Phase One

Application Process

  • Designers need to fill out application form. Applications for spring/summer 2015 are now closed. 
  • Designers must upload 4 signature collection images via the link above.
  • Once an applicant has completed the application form, this will be reviewed by the Headonism panel. You will receive a notification via email on our receipt of your application.
  • Applicants will be notified via email on the results and feedback. Successful applicants move onto Phase Two

Phase Two


  • Guidance notes for submitting samples will be included in applicants confirmation email. Please do not submit samples unless specifically requested to do so.
  • Applicants may be asked to submit up to 8 samples from their current collection, which will be considered alongside the application to reach the final shortlist. Successful applicants move onto Phase three


Phase Three

Interview Process

  • Those on the final shortlist are then invited to be interviewed with our selection panel. Following this stage of interviews, the final recipients are selected.
  • You will need to bring 8 pieces from your current season collection together with your spring/summer 2015 design mood boards, fabric swatches and any other supporting material to present to the panel.

Additional Information

  • Headonism will run on an annual basis, application will open once a year April – May. The Designers will be announced in July through a British Fashion Council Press Release
  • Designers will be awarded space within the dedicated Headonism area at London Fashion Week to showcase their collection.
  • Headonism designers will have a window display at Ascot.
  • A panel is selected each season which includes key opinion formers, media, buyers and representatives from the BFC and Stephen Jones.
  • The panel is there in an advisory capacity only. There may be certain cases where the BFC feels a particular applicant may or may not be suitable for Headonism sponsorship, and the BFC reserves final say.

For further information please contact:
Shanne O'Shea
Tel: +44 (0) 20 7759 1977