By  on August 21, 2009

MILAN — The British Fashion Council (BFC) on Thursday launched NewGen Men, a new sponsorship program by Topman, which aims to support emerging men’s wear talent, and named the award’s inaugural recipients.

Designers Carolyn Massey and James Long will receive funding and be given the opportunity to show their spring 2010 men’s wear collections at Somerset House on Sept. 23 during London Fashion Week, a day after the close of the women’s runway season in the British capital.

Massey and Long, both 28 and former Royal College of Art graduates, were selected by a panel of key opinion-makers from media and retail including representatives from Esquire, Fantastic Man, Harvey Nichols, Selfridges and Topman.

“We hope that NewGen Men will support London’s future men’s wear stars and become a key part of the British Fashion Council’s designer development and showcasing program,” said Simon Ward, BFC joint chief executive officer.

The award mirrors long-standing female counterpart New Generation, whose past winners include Alexander McQueen, Sophia Kokosalaki, Giles Deacon, Gareth Pugh and Julien Macdonald, and builds on the success ofTopman and Fashion East’s MAN show during LFW, which strives to promote promising young British men’s wear designers.

“[NewGen Men is] an exciting initiative that rightfully positions men’s wear at the forefront of fashion, providing a deserved platform for the very best men’s wear maturing talent,” said Gordon Richardson, Topman’s design director.

Massey launched her London-based label in 2006, while Long debuted his collection at LFW’s MAN show in 2007.

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