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British Fashion Council teams up with Ascot Racecourse and Women's Tennis Association

The British Fashion Council (BFC) has teamed-up with Ascot Racecourse and the Women’s Tennis Association (WTA) to showcase British designers at two great British institutions Royal Ascot and the Championships Wimbledon.

As part of Royal Ascot 2011 and London Fashion Week, Ascot Racecourse will sponsor the BFC’s Headonism initiative, hosting a showcase opportunity for emerging designers and milliners during the race meeting and supporting Headonism in an exhibition at LFW from September.

Headonism is a BFC initiative curated by Stephen Jones, celebrating emerging London milliners. It was launched during the BFC’s 25 Year celebrations by Mayor of London Boris Johnson. The four up-and-coming milliners who will be showcased in the installation at Ascot are J Smith Esquire, Noel Stewart, Piers Atkinson and Soren Bach.

Caroline Rush, chief executive of the BFC said: “We are delighted to be partnering with Ascot Racecourse to support the BFC’s Headonism initiative. The race meeting at Ascot is a fantastic showcase of fashion that is watched by the world, and we’re sure this partnership will promote interest in Britain’s emerging milliners amongst a brand new audience.”

Elsewhere, the BFC has partnered with the WTA to celebrate the connection between women’s tennis and fashion.

The aim of the collaboration is is to feature British designers, raise the off-court profile of players and extend the link between the sport and fashion. Through this project, a group of WTA stars will be dressed in customised dresses, created specifically for them by British designers.

World number one Caroline Wozniacki, who is the face of adidas by stella mccartney, will continue her collaboration with Stella, while five-time Wimbledon Champion Serena Williams will wear a dress created for her by Burberry.

Roland Garros Champion Li Na will be dressed by Giles Deacon, a designer popular with customers in Hong Kong, while Russian Anastasia Pavlyuchenkova will be wearing a dress created for her by David Koma.

The dresses will be auctioned off during Wimbledon with the proceeds to be split between WTA charities and the British Fashion Council’s Princess of Wales Charitable Trust.

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