Fashion Futures Awards announces shortlist

Decoded Fashion in partnership with the British Fashion Council has announced the shortlist for the inaugural Fashion Futures Awards 2015, which takes place later this month.

The awards, created to recognise “disruptors, visionaries, and innovators” who are pushing the boundaries of what’s possible in fashion and retail, spans across nine categories including Beyond the Runway, for the most engaging digital marketing campaign, Bytes and Bricks, for the best omni-focused in-store experience, and The Master of Mobile, for the most innovative use of mobile.

Nominees include: Belstaff, Lyst, Smartzer & Whistles and Topshop for Real Time Innovator; Anya Hindmarch, Hunter, Smartzer & Whistles, Topshop and Wool And The Gang for Beyond the Runway; and Grabble, Tapestry at Liberty, Topshop and Yoox Group have been nominated for Master of Mobile.

Topshop, Burberry and Erdem nominated for inaugural Future Fashion Awards

In addition, Burberry will be up against Karl Lagerfeld and Levis for the Bytes & Bricks award, while London Fashion Week designer’s Erdem and Fydor Golan will be taking on Bally & Demandware, Emma Shipley, and Finery for New E-store on the Block, and Farfetch, Dressipi and Shop Direct, Shoes of Prey and Styla and Grazia Shop have all been nominated for the A Killer Experience award.

Other nominations feature Metail and House of Holland, Avenue Imperial and Karen Millen, Studio XO and Richard Nicholl, and Wirewax and Asos up for Digital Coalition, while The Game Changer award is between Memomi, Olapic, Wirewax and Zooz.

There will also been the Fashion is Great award honouring a designer who has “inspired the world to think and feel differently about modern Britain,” which will be announced on the night, as will The Visionary award presented by the British Fashion Council that will recognise a company or individual who spearheads innovation.

Winners will be announced at a ceremony on May 21, following Decoded Fashion’s London summit, which runs May 20 and 21.