Tania Fares is the founder of the Fashion Trust. A prize that has been rewarding young emerging British designers since 2011, then extended to Saudi Arabia in 2018 and to the US in 2022. Born in Lebanon, raised in Paris, the philanthropist who shares her time between London, Beirut and Los Angeles has co-authored two books, London Uprising: Fifty Fashion Designers and One City and Fashion in LA and was a regular contributor to British Vogue. In 2021, she was appointed co-chair of the British Fashion Council Foundation to help meet their 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.
FashionNetwork: You first launched the Fashion Trust in the UK, then Fashion Trust Arabia supporting designers in the MENA region, before bringing it to the USA last year. Why did you take this step?
Tania Fares: After spending more time in the U.S., especially in Los Angeles, I felt that there was a wealth of creativity and talent here. There is an understanding of coming together and supporting each other.
FNW: Despite the CFDA and NY Fashion Week’s efforts, we get the feeling that the new generation of American designers is struggling to emerge or find real visibility. Is this your observation too?
T.F: Everyone is doing their best to uplift one another but it’s not an easy time for young designers who face many challenges these days in terms of learning the new industry of e-commerce, production, and sales. That was my reason for starting Fashion Trust, and what I felt was needed to help bolster emerging designers.
FNW : The new attention paid to the Fashion Trust US shows that young designers need other structures to emerge?
T.F: We believe that the Fashion Trust is needed as another pillar to help build a stronger foundation for emerging designers and provide exposure. So 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…
T.F: They’ve all experienced the challenges and want to give back to the younger generation. The subject is driven from their hearts, and if we continue to talk about it and build a wider support system then our mission will be accomplished.
FNW: On the sponsorship side, Farfetch and Shop with Google have also joined you. How are these companies involved in the mentorship?
T.F: For FTUS 2023, we had support from both companies. Shop with Google had a mentorship program at their head office, teaching the designers more about e-commerce and business plans, followed by individual monthly calls. Farfetch bought the winners’ collections and will carry them online and in store at Browns London, which will launch in March 2024.
FNW: What criteria did you use to choose the 16 finalists who will take part in the 2024 edition of the Fashion Trust US?
T.F: They must have been in business for two to seven years and established their own identity through storytelling, marketing, and business plans.
FNW: In addition to mentoring, are these emerging designers supported financially?
T.F: FTUS winners receive grants between $100,000 and $200,000 depending on the size of their business.
FNW: What happened to the winners of the 2023 edition?
T.F: In addition to receiving funding, they received global exposure and VIP dressing opportunities. They flew to London for a 3-day mentorship program and met with head buyers, CEOs and important players in the industry. They are about to launch their new collections on Farfetch and in-store at Browns London. Each designer’s story and experience are highlighted on the FTUS Instagram page.
FNW: Are you interested in developing a Fashion Trust event in other countries?
T.F: Of course, you never know! We are always happy to expand our initiative.
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