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Flying the flag for the UK, this website pulls together product from inspirational young British fashion designers.

The concept not only allows customers to find unique product, but also gives up-and-coming designers the opportunity to reach a new audience and sell their designs directly to the consumer.

Some designers are grouped together according to their participation in initiatives or shows - for example, users can search through all of the product by NewGen designers (the scheme run by the British Fashion Council which promotes young talent and is sponsored by Topshop) at once, as well as clicking through to view their individual profiles.

One thing that could be improved is the design of the website. When landing on the home page, users are greeted by a number of different sections. However, there is little differentiation between sections.

A more compelling design could really enhance the appeal of this site.

However, it does bring a whole new generation of designers to the customer, and the detailed background and inspiration information on each designer provides a valuable insight into the history behind the product.

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