Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

No new in Newgen? Critics are missing the bigger picture

Newgen sponsorship is about far more than unearthing flash in the pan names - it’s about nurturing brands with a chance of becoming household names.

When it was announced yesterday that Sister by Sibling, Simone Rocha, Marques’Almeida, J JS Lee and Lucas Nascimento were the winners of Newgen catwalk sponsorship for the spring 14 edition of London Fashion Week, it was odd to see more than one industry type having a moan that the scheme had missed off the ‘new’ part of its name this time around. 

But this criticism has missed two important points.

Firstly, it ignores the second part on the name. ‘Gen’, as in generation, implies a longer-term strategy. Rome wasn’t built in a day, and nor are new brands in a fiercely competitive market. Newgen isn’t there to pick up fresh names because someone mentioned them in the George & Dragon once, only to drop them again when the fickle fashion finger of fate has pointed in another direction six months later.

These brands need to be nurtured so they have the best chance of becoming household names in the future, complete with a Designers at Debenhams range, an action figure and possibly a TV show or four. And actually make some decent money.

And therein lies my second point. The winners of this season’s sponsorship may well be known to the likes of you and I, but out in the big wide world to the consumer they’re minnows in the face of brands like Louis Vuitton, Prada and Gucci. They may be medium-sized fish in our pond for now, but it’ll be some time before we need to upgrade the aquarium.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.