Burberry honoured at Fashion Futures Awards

Burberry, Farfetch and Anya Hindmarch were among the high-profile winners at the inaugural Fashion Future Awards, hosted by Decoded Fashion in partnership with the British Fashion Council.

Aimed to “celebrate how the fashion and retail industries are evolving through tech-based ideas, solutions and tools,” the awards followed Decoded Fashion’s two-day London summit last week, and included categories such as Beyond the Runway, for the most engaging digital marketing campaign, and Bytes and Bricks, for the best omni-focused in-store experience.

British heritage label Burberry won the Bytes and Bricks award, recognising the designer’s omnichannel approach to its in-store experience, beating off competition from Karl Largerfeld and Levi’s. While Farfetch were awarded the Killer Experience award, for its work enhancing its customers’ experience online, and Belstaff picked up the Real-Time Innovator award, for the best use of data and analytics in fashion and retail.

In addition, Anya Hindmarch was honoured for having the most engaging digital marketing campaign and took home the Beyond the Runway accolade, ahead of Hunter, Smartzer & Whistles, Topshop and Wool And The Gang.

John Lewis, Burberry and Farfetch win at the inaugural Fashion Future Awards

There was also success for department store John Lewis, the retailer won the Visionary award for its JLab project, which aims to accelerate the progress of start-up firms in the retail sector. London Fashion Week designers Fyodor Golan won the New e-Store on the Block honour, and Henry Holland’s collaboration with Metail picked up the Digital Coalition for best brand and start-up collaboration.

Two designers each won a Great award, which was in partnership with the British government’s Great campaign to promote the UK, Craig Green picked up the menswear award, while Claire Barrow won for womenswear.

Judges included Caroline Rush, chief executive officer of the British Fashion Council, Uri Minkoff, CEO of Rebecca Minkoff, Alastair Cotterill, creative strategist at Instagram, Bonnie Takhar, president of Charlotte Olympia, and Andy Rubin, chairman of Pentland Brands.

Images: Decoded Fashion – Future Fashion Award winners Fyodor Golan