Follow us


MTV and BFC "Music Meets Fashion" winner to get LFW showcase and River lsland exclusive

Tom Bottomley
16 February 2021

The British Fashion Council (BFC) has announced the winner of the "Music Meets Fashion" competition in collaboration with MTV, River Island and ICEBERG.

Lucy Saunders will have her winning collection sold exclusively at from 19 February, 2021, and her eight-piece collection with be revealed with an exclusive performance by MTV Push Finalist and Ivor-nominated, Griff.

The Chinese/Jamaican singer will be performing her latest track among other anthems on MTV’s "Music Meets Fashion" competition winner’s announcement on schedule at London Fashion Week, 23 February, 2021. The performance will be streamed on at 16:00.



The collection is inspired by MTV and designed with gender neutrality, size inclusivity and sustainability in mind. Prices range from £18 - £55.

Fashion design students from 21 fashion schools, selected through the BFC Colleges Council Network in the UK, and select international design colleges in the US, Mexico and Australia, were invited to design a line inspired by MTV that merges music, fashion and sustainability.

Handpicked from hundreds of submissions, Lucy Saunders from Kingston University was selected as the winner ahead of four other finalists; Rebecca Cox from University of Leeds, Bew Chan from Manchester Metropolitan University, Rebeca Serrano from Universidad Iberoamericana (IBERO) Mexico City and Alice Michelle from Academy of Arts University San Francisco.

Each finalist had "mentoring" calls with River Island to talk about their commercial pieces and how to adopt their approach to a competitive commercial landscape. The finalist catwalk designs were presented at London Fashion Week, September 2020, with a digital activation created by MTV Breaks.

Saunders was selected by a jury of industry leaders comprised of Caroline Rush, Chief Executive of the BFC, Naomi Dominque, Design Director of River Island, Kerry Taylor, EVP of Entertainment & Youth Brands, ViacomCBS Networks International, and James Long, Creative Director of ICEBERG.

Caroline Rush said:Congratulations to Lucy Saunders on a well-deserved win! Working with MTV, River Island, ICEBERG and the incredible finalists throughout this challenging year has been incredibly rewarding. The creativity has remained inspiring and optimistic throughout, representing the strength and power of fashion to express emotion and propel people forward even during difficult times.”

Naomi Dominique added: “Having previously collaborated with global and influential music artists and continually supporting emerging and aspiring young design talent, the MTV ‘Music Meets Fashion Competition’ was a perfect fit for us at River Island. Working with the finalists and Lucy has been an exciting process for us, as they have all been dedicated to the project and each of them have created something innovative that has suited River Island’s design ethos of inclusivity for all.

“This year has thrown a lot at us due to the pandemic and, even with the unexpected obstacles in our way, we have all managed to remain empowered and optimistic throughout. It’s so inspiring to see in the emerging talent of today and River Island is incredibly excited to reveal Lucy’s MTV inspired commercial designs in February!”

Newsletter banner

Free NewsletterVISIT