British Fashion Council names 50 NEW WAVE: Creatives for The Fashion Awards 2026

The British Fashion Council (BFC) announced its 2026 NEW WAVE: Creatives on 21 October, recognising 50 emerging talents working across fashion, beauty, photography, styling and creative production. The selected creatives will be celebrated at The Fashion Awards 2026 on 30 November at London’s Royal Albert Hall.

The annual initiative recognises professionals whose work shapes fashion beyond the runway. This year’s selection spans beauty commentary, casting, creative direction, photography, hair and make-up artistry, nail design, styling, production and cultural commentary.

Alongside the announcement, the BFC has highlighted the programme’s role in connecting emerging talent with professional opportunities. Its online directory allows designers, brands and creative teams to discover individuals by discipline, country and year.

How the NEW WAVE: Creatives 2026 were selected

The selection process began with nominations from the previous year’s NEW WAVE: Creatives cohort. Former recipients nominated their peers before an international industry panel determined the final 2026 selection.

The panel included photographers and filmmakers Aidan Zamiri, Jordan Hemingway and Sharna Osborne, alongside hairstylist Ali Pirzadeh and casting director Ben Grimes.

Fashion editor and stylist Gabriella Karefa-Johnson joined creative directors and stylists Ib Kamara, Jacob K and Tati Cotliar.

Other members included Gursi Singh and Amrita Khanna of Lovebirds, fashion commentator Hanan Besovic of IDeserveCouture, editor and creative consultant Isabella Burley, choreographer Patricia Zhou and Paul White, Creative Director of Escentric Molecules.

Designers Simone Rocha and Tolu Coker also participated, alongside Steff Yotka, Editor-in-Chief of i-D.

The process combined peer recognition with perspectives from established professionals working across several creative disciplines.

“Fashion moves forward when new voices and perspectives are heard and given room to grow.”

Laura Weir, Chief Executive, British Fashion Council

The initiative also places greater attention on the professionals responsible for creating fashion’s visual identity, from editorial photography and runway production to beauty direction and cultural storytelling.

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Photography, styling and creative direction

Photographers form the largest group named in the 2026 announcement, reflecting the importance of image-making across fashion editorials, campaigns and digital platforms.

The photography selection includes Aleks Soroka, Ana Garcia, Ava Van Osdol, Ayaka Endo, Chessa Subbiondo, Elliot Hensford, Jebi Labembika and Julius Bohlin.

Also recognised are Salomé Gomis-Trezise, Steve Ney, Tre Koch, Wendy Huynh, Will Bruce and Winter Vandenbrink.

Fashion styling is represented by Chino Castilla, Milena Aggaba, Natasha Ribas, Seyon Amosu and Tess Herbert.

Meanwhile, Bevan Agyemang and Jess Canje were selected in the creative direction category.

The casting directors recognised this year are Lina Eldali and Lisa Dymph Megens.

Together, these disciplines contribute to the development of fashion imagery, from selecting talent and shaping visual concepts to styling and producing the final work.

Beauty professionals and cultural voices join the selection

The 2026 programme also recognises professionals working across hair, make-up, nail artistry and beauty commentary.

The hair stylists named in the announcement are Carlo Avena, Gabriel De Fries, Jadis Jolie, Louis Souvestre, Rebecca Chang and Vera Mai Ha.

Make-up artists include Joe Brooks, Leana Ardeleanu, Ruben Masoliver, Thierry Do Nascimento, Tina Khatri and Valentina Li.

Nail artists Ema Maeda and Nikki Panic are also recognised, alongside beauty commentators August, Kicki Yang Zhang and Mei Pang.

Beyond beauty, the selection acknowledges individuals shaping how fashion connects with wider culture.

The cultural commentators are Antonio Padilla, Biz Sherbert, Chani Ra and Shuang Bright.

The announcement also names florist Julia Campbell Gillies, producers Michelle Smith and Shay Johnson, and sound designer Baby Cousland.

Their inclusion illustrates the range of professional contributions involved in bringing fashion presentations, campaigns and creative projects to audiences.

The Fashion Awards 2026 returns to the Royal Albert Hall

The 2026 NEW WAVE: Creatives will receive recognition during The Fashion Awards on Monday 30 November at the Royal Albert Hall in London.

The annual event celebrates fashion’s creative and cultural influence while raising funds for the BFC Foundation, which supports emerging talent through education, prizes and professional development programmes.

The British Fashion Council was founded in 1983 as a not-for-profit organisation supporting British fashion. Its platforms include London Fashion Week and The Fashion Awards.

The Fashion Awards 2026 is supported by Presenting Partner Pandora and Official Partners Johnnie Walker and The Peninsula London.

Beyond the awards ceremony, NEW WAVE: Creatives operates as an ongoing discovery resource for fashion businesses and collaborators.

Through its searchable directory, the initiative connects new creative professionals with potential opportunities across the international industry.

The 2026 announcement places particular emphasis on the people working behind the scenes, recognising the photographers, stylists, producers, artists and cultural voices whose contributions help shape contemporary fashion.

Explore the 2026 NEW WAVE: Creatives directory and the wider NEW WAVE: Creatives archive through The Fashion Awards website.

Further information about The Fashion Awards 2026 tickets is available through the official event website.