sarah mower bfc.jpgIt seems that the BFC are responding to the call for more institutional and commercial support for young designers in London, as they've appointed their first Ambassador for Emerging Talent.

The role goes to's Sarah Mower who will chair the New Gen comittee. Mower is responsible for show write-ups on so she is well placed to spot up-and-coming talent.

Sarah explained why her position is necessary: "I'm honoured to be asked to take up this role on behalf of emerging designers. In Britain we have a phenomenon on our hands at the moment: a uniquely vibrant, varied and collaborative flowering of talent that is some of the most exciting on the world stage. I'm delighted to put myself at their service to help project that incredible energy and originality at home and internationally."

She added: "It's a tough economy, but I believe the inspired and beautifully made clothes our designers are producing now gives young London an opportunity to shine."

New Gen has been helping young designers since 1993, and last year talented names like Mark Fast, Danielle Scutt and Louise Goldin were picked for funding and support. This year's New Gen winners will be announced on June 15th.

Applications have now closed for 2010 New Gen applications, but hopeful designers can still apply for Vauxhall Fashion Scout until the 19th June.