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Fashion Graduates take over the Foreign Office in "#DreamBig" campaign

Tom Shearsmith
18 December 2019

The GREAT Britain Campaign, the UK Government’s major international marketing campaign, has today unveiled a new initiative "#DreamBig" celebrating the wealth of fashion talent nurtured by UK universities.

Shot in the iconic Locarno Suite in the Foreign & Commonwealth Office, the video features a dozen of the country’s top young designers, models, stylists and hair and make-up artists. Dame Zandra Rhodes and Hilary Alexander OBE, Graduate Fashion Foundations President, both play cameo roles in the piece which encourages brands to look to the UK for their next generation of hires.

Liz Truss, Secretary of State for the Department for International Trade, said: "The UK is a global leader in the fashion industry and our talented students are the future of this sector. The industry is booming, creating 890,000 jobs and contributing £32 billion to the UK economy. There is no better place in the world for businesses to unearth the next generation of stars."

The video will be promoted across the government’s international network in over 140 countries and will be deployed throughout 2020 at major fashion events and trade conferences.

Hilary Alexander OBE, Graduate Fashion Foundation President, commented: “Graduate Fashion Foundation is extremely proud to be working with the GREAT Britain Campaign on such a creative opportunity, showcasing 16 exceptional young talents. Each year Graduate Fashion Week sees over 3,500 exciting and innovative fashion creatives take over the Truman Brewery and the GFF, as the charity behind the event, continually look to highlight their talent throughout the year.

"This video campaign is a great opportunity for six of our final-year hair and make-up students and ten select fashion and styling graduates to work with industry and showcase their talent to the world."

BTA #DreamBig

Now in its 27th year Graduate Fashion Week is a recognised showcase for upcoming stars in design, creative direction, marketing, communication, photography, illustration and all aspects of the modern business of fashion, from close to 90 UK and international universities. Attracting headhunters, recruiters and talent scouts, it operates as a global launch-pad for thousands of fashion graduates, bridging the gap between education and employment in the fashion industry.

Graduate Fashion Foundation is a charitable organisation which supports the largest showcase of BA fashion in the world with work from the UK's most inspiring UK universities and colleges on show.

The annual event, held every June attracts 30,000 guests, features 22 catwalk shows and exhibition stands, alongside a packed schedule of talks and workshops from leading names in the fashion and retail industry. It represents the future of creative design talent and showcases the work of thousands of the very best fashion graduates.

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