Tania Fares is the founder of Fashion Trust. An award that has rewarded young emerging British designers since 2011, it was then extended to Saudi Arabia in 2018 and the United States in 2022. Born in Lebanon, raised in Paris, the philanthropist who shares her time between London, Beirut and Los Angeles has co-wrote two books, London Rising: Fifty Fashion Designers and A city and fashion in Los Angeles and was a regular contributor to British Vogue. In 2021, she was appointed co-chair of the British Fashion Council Foundation to help meet its fundraising target to support British creative talent. Ahead of the announcement of the new Fashion Trust US winners, Tania Fares spoke with FashionNetwork.com to answer our questions.
Fashion Network: She first launched Fashion Trust in the UK and then Fashion Trust Arabia supporting designers from the MENA region, before bringing it to the US last year. Why did you take this step?
Tania Rates: After spending more time in the United States, especially in Los Angeles, I felt that there was a huge amount of creativity and talent here. There is an understanding to come together and support each other.
FNW: Despite the efforts of the CFDA and New York Fashion Week, we have the feeling that the new generation of American designers is struggling to emerge or find real visibility. Is this also your observation?
TF: Everyone is trying their best to encourage each other, but it is not an easy time for young designers who face many challenges today in terms of learning the new industry of e-commerce, production and sales. That was my reason for founding Fashion Trust and what I felt was necessary to help boost emerging designers.
FNW: Does the new attention paid to Fashion Trust US show that young designers need other structures to emerge?
TF: We believe Fashion Trust is needed as another pillar to help build a stronger foundation for emerging designers and provide exposure. So that we can all make a difference in the industry.
FNW: The Fashion Trust US has quickly surrounded itself with prestigious board members and ambassadors such as Anne Crawford, designer Jennifer Meyer, fashion journalist Laura Brown, stylists Rachel Zoe and Tan France…
TF: They have all experienced the challenges and want to contribute to the younger generation. The issue comes from their hearts and if we continue to talk about it and build a broader support system, then our mission will be accomplished.
FNW: In terms of sponsorship, Farfetch and Shop with Google have also come on board with you. How are these companies involved in mentoring?
TF: For FTUS 2023, we have the support of both companies. Shop with Google had a mentoring program at its head office, teaching designers more about e-commerce and business plans, followed by monthly one-on-one calls. Farfetch bought the winners' collections and will sell them online and in the Browns London store, launching in March 2024.
FNW: What criteria did you use to choose the 16 finalists who will participate in the 2024 edition of Fashion Trust US?
TF: They must have been in business between two and seven years and have established their own identity through storytelling, marketing, and business plans.
FNW: In addition to mentorship, do these emerging designers receive financial support?
TF: FTUS winners receive grants of between $100,000 and $200,000, depending on the size of their business.
FNW: What happened to the winners of the 2023 edition?
TF: In addition to receiving funding, they received global exposure and VIP clothing opportunities. They flew to London for a three-day mentoring program and met with senior buyers, CEOs and key industry players. They are about to launch their new collections on Farfetch and in the Browns London store. Each designer's story and experience is highlighted on the FTUS Instagram page.
FNW: Are you interested in developing a Fashion Trust event in other countries?
TF: Of course, you never know! We will always be happy to expand our initiative.
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