The British Fashion Council introduces the 2025 New Wave: Creatives, a selection of fifty rising talents who contribute to fashion through image-making, styling, casting, art direction, beauty, set design, and cultural commentary. The group will be recognized during The Fashion Awards 2025 presented by Pandora on December 1 at the Royal Albert Hall in London.
The list functions as a reference tool for the industry, offering access to new talent for campaigns, editorials, runway teams, and brand projects. The BFC continues to work with past New Wave names across its initiatives, a network that includes Aidan Zamiri, Campbell Addy, Harry Lambert, Kai Isaiah-Jamal, Rafael Pavarotti, and Sinéad Burke.
This year’s selection reinforces London’s status as a global creative hub, spotlighting local and international voices. The BFC will support the group through year-round visibility on its platforms, including social media features and industry programming.
Laura Weir, Chief Executive of the BFC, describes the group as a reflection of fashion’s current direction, defined by fresh perspectives and shifts in image culture. The recognition forms one of the core pillars of The Fashion Awards, which raises funds for the BFC Foundation.
The selection process opened in July, beginning with nominations from the 2024 New Wave cohort. An industry panel then finalized the fifty names. The panel included Ana Takahashi, Anita Chhiba, Anna Cofone, Bunny Kinney, Charles Jeffrey, Charlene Prempeh, Duran Lantink, Éamonn Freel, Edward Buchanan, Isamaya Ffrench, Isabel Bush, Jeanie Annan-Lewin, José Criales-Unzueta, Madeleine Østlie, Martine Rose, Yu Masui, and Zackery Michael.
The Fashion Awards is supported by Principal Partner Pandora, with eBay and The Peninsula London as official partners. Funds raised through the event contribute to education and talent support through the BFC Foundation.
2025 New Wave: Creatives
Ally Macrae – Stylist, Allyssa Heuze – Photographer, America Korban – Stylist, Anastasia Vartanian – Fashion Commentator & Fashion Journalist, Andrea Idini – Hair Artist, Angelica Wolanska – Movement Director & Choreographer, Becky Akinyode – Stylist & Creative Consultant, Candice Lo – Film Director, Charles Stanley – Hair Stylist, Dani Bastidas – Photographer & Filmmaker, David Gillers – Makeup Artist, Diego Bendezu – Photographer, Douglas Miller – Stylist, Ejatu Shaw – Photographer, Elena Bettanello – Makeup Artist, Emmanuel Affedzie – Visual Artist, Etienne Bolduc – Archivist, Georgia Olive – Makeup Artist, Greg Lin Jiajie – Photographer, Iñigo Awewave – Photographer, Jaz Hope Lanyero – Hair Stylist & Cultural Consultant & Educator, Justin Akomiah – Art Director & Film Maker & Photographer, Karl Felix – Photographer & Creative Consultant, Kevin Lanoy – Stylist, Kim Rance – Hair Stylist, Ladislav Kyllar – Photographer, Léonard A. Bougault – Set Designer, Mariana Maltoni – Photographer, Moeko Nakamura – Manicurist, Monika Domarke – Casting Director, Odunayo Ojo – Fashion Journalist, Pedro Napolinário – Photographer, Rian Phin – Fashion Theorist, Roxane Dia – Casting Director, Sanam Sindhi – Researcher & Archivist, Seoul Kim – Nail Artist, SeungHwi Yu – 3D Nail Artist, Stephania Yepes – Fashion Stylist, Sufi motiwala – Content Creator, Taiba Akhuetie – Artist & Hairstylist, Theo Spencer – Casting Director, Tim Heyduck – Consultant & Creative Director & Stylist, TJ Sawyerr – Image Maker, Tuba Avalon – Fashion Analyst & Youtuber, understitch, – Fashion Documentarian, Victor Borges – Stylist & Designer & Creative Director, Yasmin Istanbouli – Makeup Artist, Yui Ozaki – Hairstylist, Yuka Hirac – Visual Artist & Makeup Artist, and Yussif Nii Quao Solomon – Filmmaker & Photographer.
