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The Guardian - UK
The Guardian - UK
World
Chloe Mac Donnell

‘It’s come at the right time’: why fashion prizes have become the holy grail for struggling young designers

Robyn Lynch Alessandro Sartori Karl Lagerfeld Sinéad Burke Valentino Garavani 16Arlington the British Fashion Council
A model wearing a design by Marco Rambaldi, one of the finalists of the International Woolmark prize.
A model wearing a design by Marco Rambaldi, one of the finalists of the International Woolmark prize. Photograph: Julien M Hekimian/Getty Images for The Woolmark Company

As a new designer, how do you attract the fashion world’s attention? Create a piece made for stunt dressing? Persuade an “it girl” such as Hailey Bieber to wear it?

Breaking into £2tn global fashion industry has never been easy, but recently things have become even tougher.

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