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BFC announces Priya Ahluwalia as the winner of the 2021 BFC & GQ Designer Menswear Fund

Tom Shearsmith
14 June 2021

The British Fashion Council (BFC) has announced Priya Ahluwalia, Founder of Ahluwalia, as the winner of the 2021 BFC & GQ Designer Menswear Fund.

Ahluwalia will receive a 12-month bespoke high-level business mentoring programme, pro-bono legal services from Sheridans and a £150,000 cash prize.

A small and intimate cocktail will be held this evening at the Serpentine Gallery to celebrate the prize.

This year’s shortlist included Bethany Williams, Bianca Saunders, Feng Chen Wang, Nicholas Daley and Stefan Cooke, who all participated in a mentoring programme where both industry experts and judging committee members provided guidance on topics including, strategic planning, branding, leadership, commercial retail, e-tail and wholesale and digital innovation.

Dylan Jones OBE, British Fashion Council Chair of Menswear and Editor of British GQ commented: “Massive congratulations to Priya! She demonstrated perceptive design and business acumen, drawing on the contemporary sensibilities of the modern consumer, propelling her to the top of the talent pool. It was a unanimous decision from the judging committee. I look forward to seeing Priya’s business grow and become an established international brand.

Caroline Rush CBE, Chief Executive of the British Fashion Council, added: “The judging committee was impressed with the quality of work, thought process and determination of the talented 2021 shortlist. Each designer has a bright future ahead of them.

“There can only be one winner and Priya proved to be the strongest candidate showing incredible creativity along with a business strategy that embodies the future of British fashion, with environmental and socially positive practices at the core of the brand. The committee is confident she will use the fund to her best advantage to propel and cement Ahluwalia on the global stage.”

Ahluwalia received the Queen Elizabeth II Award for British Design earlier this year from the Countess of Wessex and was recognised by BFC as a 2020 People Honouree. A collaboration between her and Mulberry will also be released later in 2021.

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