Wednesday, 1 February 2012

Jonathan Saunders: Fashion Fund Winner

Jonathan Saunders is this year's lucky winner of the British Fashion Council/Vogue Fashion Fund which aims to assist British designers with the potencial for commercial growth to start making the transition from a developing creative business to a global fashion brand.

Jonathan Saunders SS12 (

"It's not just cocktail dresses, it's much more about daywear and how a woman can dress for all parts of her life." Jonathan Saunders

The Scottish born designer is well-known for his incredible prints and traditional silk screening techniques. Anna Wintour attends his shows for a reason, he has got talent: his clothes are both wearable and aspirational, a balance certainly hard to achieve. 

Jonathan Saunders SS12 (

His woman is modern, feminine and relaxed. His Spring/Summer collection impressed the fashion press with a contemporary approach to psychedellic prints in soft collours and elegant shapes.

You can wear his clothes in urban landscapes as well as in a music festival in the middle of the desert. There's always a degree of playfulness and unexpected
elements standing out which are fun to wear.  

Jonathan Saunders SS12 (

Last year's winner was Christopher Kane who was nominated as Designer of the Year at the British Fashion Awards, won by Sarah Burton for Alexander McQueen. Kane managed to go home with the New Establishment Award, which he received from Alexa Chung wearing one of his dresses.

Jonathan Saunders was also a nominee for the New Establishment Award, maybe this year he'll win a British Fashion Award, after receiving £200,000 and access to high level mentoring support from the BFC/Vogue Fund.

Jonathan Saunders SS12 (

"All the money will go to moving this business and pushing it forward" said Jonathan to Vogue TV when he was nominated. I can only wish Saunders and his team great success in their new journey!

Jonathan Saunders (

Other related posts:
British Fashion Awards 2011
Fashion in Motion: Peter Jensen
Catwalk to Cover