The British Fashion Council (BFC) announced the recipients of its designer support initiative NEWGEN MEN, sponsored by Topman. New recipients, Christopher Shannon and J.W. Anderson, join inaugural recipients of NEWGEN MEN, Carolyn Massey and James Long, who will all receive showcase funding and the opportunity to use the official BFC show venue at Somerset House to show their collections during London Fashion Week’s menswear day, on February 24, 2010.

NEWGEN MEN - Collection to be showcased in Feb 2010 @ London Fashion Week (LFW)

Newcomer Christopher Shannon’s luxe sportswear inspired collections and wearable collaborations with Eastpak and Topman, as well as LFW credentials having shown as part of the MAN initiative, make him one to watch come February. J.W. Anderson’s intriguing silhouettes and romantic detailing have affirmed his stature as one of the most promising emerging menswear designers in London.

Carolyn Massey’s quintessentially English designs and James Long’s ability to push the boundaries whilst creating truly wearable pieces once again impressed the NEWGEN MEN Selection Committee made up of key opinion formers from media and retail.

NEWGEN MEN follows on from the success of the MAN show and will support emerging menswear talent with business support and showcasing opportunities at London’s dedicated menswear day which will take place for the third season at the end of LFW after the womenswear shows.