The current live competitions are exclusively available to universities that are part of the Graduate Fashion Foundation. This platform provides a unique opportunity for talented students from member institutions to showcase their skills and creativity in the fashion industry. For more details on the competitions, including how to participate, be sure to continue exploring the provided information.
Brief: Explore the Female Gaze in Women’s Sport
Project Background:
2025 will be an unprecedented summer for women’s sport. The UK will host the Rugby World Cup, England will defend their Euros title, and the ODI Cricket World Cup will be fought. Alex Scott is a household name; Ilona Maher is a global TikTok sensation, and Simone Biles has stolen our hearts.
But until now there hasn’t been a football boot designed to fit women’s feet; only 6% of sports science research is focused on women, and we have never had a retail store built for female athletes and their fans. That’s about to change.
A first of its kind, concept store, will be a unique retail destination providing a home for female-led businesses who are designing products and experiences for women in sport that have never existed before. The space will be led by insight and innovation, driving economic and social change.
Mastercard is a Founding Partner. Mastercard believes in connecting people to their passions and creating priceless possibilities for those fans. Mastercard’s investment in women’s sports spans over 25 years, starting with UEFA back in the 1990s. Mastercard is driving inclusive prosperity through investing in the ecosystem of women’s sport.
IDA Sports has created the high-performance football boot, designed specifically for the female foot, founded by Laura Youngston. Laura’s company is reinventing footwear for female athletes and girls with lead investment from Kynisca.
Research to Back Up the Investment Into Women's Sport & Fashion:
Who Can Play:
This brief is open to all second- and final-year students from all fashion-based degree courses at Graduate Fashion Week Member Universities in the UK and internationally.
If in doubt, please ask your tutor. Tutors, there are unlimited entries per university; please enter all relevant collections.
The Brief:
Our flagship concept store will build Women in Sport, both fans & athletes, regardless of their background, age, or ability; they should enjoy the chance to thrive through sport and well-being.
After exploring the project background and presentation and undertaking your own research on women’s sport, values, and representation, we challenge you to explore “The Female Gaze in Women’s Sport” within your own degree subject and enter your outcome under one of the two competition pathways. You can help to create a space for women to thrive in sport.
Sustainability should always be a key consideration.
Non-Design:
Photography outcomes
Publications
Image Making
Business Ideas
Marketing and Communication Projects
Design:
Limited edition sportswear
Couture sportswear
High fashion plays on sportswear.
Fashion Art
Garments utilising sportswear/kits/merchandise
Areas to Consider:
The Female Gaze
Female first sport
Female first fandom
Representation of all women in all sports
Real, Gritty, Authentic
All Ages, All Body Types, All Settings
Local Sports vs. Global Sports
Everyone involved in the sport, from the players on the pitch to the fans in the audience and the viewers at home
Think pitch-side, in the stadium, viewing parties.
Evaluating women in sport
Telling a story through sport
Fan art
The Prize:
Selected winners from both competition pathways will be chosen to have their work showcased within the concept store as well as being invited to join as a panellist within the store's event space schedule.
Their work will be covered within promotional communications from both parties as well as being showcased at Graduate Fashion Week 2025 this June in London.
Winning designers will be asked to manufacture their winning design with support on materials/kits/shirts from us. The looks will be showcased in eye-catching displays within the store with the additional option of selling limited edition versions to customers or VIPs.
Winning non-design students will see their work displayed in a visually impactful showcase within the store, online, and across social channels.
All three winners will have their entry showcased at GFW25 within the exhibition and will feature with a media platform feature.
Plus, selected winners will receive priceless experiences!
Work Submission:
You will need to submit:
Your body of work includes research, concept boards, project outcomes (imagery, sketches, photography, and digital ideas), and a 500-word submission explaining your final project.
Timings Entry:
All digital entries must be submitted as one continuous PDF no larger than 10 MB.
Please ensure you include the entrant's full name, university, course, and personal contact details.
Submissions can only be made by a university tutor and not by the student directly. Late entrants will not be included in the selection process.
Competition Closes: Tuesday, 1st April
Winners Announced: Monday 14th April
Graduate Fashion Foundation X MAXXAM Textiles Design Competition
The Challenge:
We challenge you to design a trend-led womenswear S/S 2026 capsule collection utilising the famous seamless MAXXAM Textiles, creating one-size clothing invented in 1983 by Rosemary Moore after graduating from the RCA.
Create a timeless capsule collection of 5-7 pieces of athleisure wear suitable for a week's holiday. Designed to take the wearer from day trips to the beach, bar, and evening dinner. The collection must be multipurpose and must include at least one swimwear garment.
Sustainability should always be a key consideration. So please also consider fabric offcuts and design suitable accessories for your capsule wardrobe.
We are looking for you to create a professional digital design portfolio that communicates a range. This will show examples of trend prediction, your design handwriting through design development, attention to detail, and your reference points to get you to the final looks.
Things to Consider:
MAXXAM is a seamless jersey textile that creates one-size clothing. It has extremely good stretch and recovery in the length and width by 100%.
Recently we have also invented a mini Crinkle as well as a soft, spongy, smooth scuba cloth, including various stripe effects and patterns in both recycled and standard nylon/lycra in both matte and shiny surfaces, some with extra sparkle containing lurex.
MAXXAM is cost-effective in makeup due to its simple sewing requirements; waste is minimal. The patterns are cut on the side due to its seamless quality. We are happy to hand out samples of MAXXAM to those college departments who are interested in the challenge to help the students examine its characteristics.
Please request a sample pack from Rosie@graduatefashionweek.com with your staff name and address, and this will be posted to you ASAP.
Who is It Open to?
This brief is open to all second- and final-year students from all fashion-based degree courses at Graduate Fashion Week Member Universities in the UK and internationally.
If in doubt, please ask your tutor. Tutors, there are unlimited entries per university; please enter all relevant collections.
Join the Webinar to Find Out More:
Wednesday, 19th February 2025 at 12 p.m. GMT
We invite all tutors and students participating in the competition to join GFW and hear directly from Rosemary Moore, the founder and creator of MAXXAM Textiles, on the competition brief and what the judging panel will be looking for from entries.
Link to join Webinar: https://us02web.zoom.us/j/81798775650
The Prize:
Three shortlisted winners will have their winning entry professionally manufactured and showcased at Graduate Fashion Week 2025 within the exhibition for 4 days and modelled by professional models within the Gala Show. These shortlisted winners will have the opportunity to work with Rosemary Moore and professional manufacturing peers to bring their designs to life, receiving a full 360-degree hands-on industry experience and factory visit.
Plus, the overall winner, selected from the shortlisted winners, will be presented with a trophy on the catwalk by Rosemary Moore, founder of MAXXAM Textiles, during the Graduate Fashion Foundation Gala Show on Monday, 16th June 2025, at 6 p.m. and receive a £250 cash prize alongside additional industry experiences and mentoring. There is a possibility that MAXXAM or one of their customers might take up one of the styles if they like any designs created by the winners.
Work Submission:
You will need to submit your body of work, including research on MAXXAM Textiles, trend and concept boards, range plan, and final design project outcomes, alongside a 500-word submission explaining your final project.
Students are encouraged to document their design journey with videos, reels, and images on social media channels and with #MAXXAMXGFW
Timings:
All digital entries must be submitted as one continuous PDF no larger than 10 MB. Please ensure you include the entrant's full name, university, course, and personal contact details.
Submissions can only be made by a university tutor and not by the student directly. Late entrants will not be included in the selection process.
Competition Closes: Wednesday, 2nd April at 6 p.m. GMT
Judging: 7th-11th April
Shortlisted Winners Announced: Monday, 14th April
GFW Showcase: 13th-16th June
Shortlisted Winners Work on the Runway: Monday, 16th June in the Gala Show
Overall Winner Announced: Monday, 16th June in the Gala Show