F&F Competition Winners Showcase The Next Generation of Talent
Graduate Fashion Foundation, in partnership with F&F for Graduate Fashion Week 2026, delivered two student competition briefs across member universities: one focused on developing a fashion marketing campaign, and the other on designing an Autumn/Winter 2026 capsule collection for F&F’s customers. Shortlisted students were recently invited to F&F’s head office in Welwyn Garden City for a day of insight, learning, and industry engagement.
The F&F Design Brief Competition invited students to develop a commercially viable collection aligned with F&F’s customer and brand identity. Participants were tasked with translating trend research into a cohesive A/W range, demonstrating strong design, fabric selection, and an understanding of the balance between creativity and retail practicality.
The F&F Marketing Brief Competition challenged students to create a strategic and innovative campaign to promote F&F to its target audience. Entrants were required to showcase their understanding of brand positioning, consumer engagement, and multi-channel marketing, delivering creative concepts that effectively communicate F&F’s identity within a competitive fashion landscape.
Graduate Fashion Foundation and F&F unveil the winners of their inaugural student competitions, spotlighting two emerging creatives set to shape the future of the UK fashion industry ahead of Graduate Fashion Week 2026.
Selected from a nationwide pool of final-year students, the winners of the GFW x F&F Design and Marketing Briefs stood out for their ability to translate real-world retail challenges into bold, commercially viable ideas. Following a competitive shortlisting process, finalists were invited inside F&F’s head offices, gaining rare access to the inner workings of a major fashion brand, from concept to customer.
The winners:
GFW x F&F Design Winner: Rubie Baldwin of Leeds Art University, winner of the GFW x F&F Design Brief, secures a 12-month paid placement as an Assistant Designer at F&F. This is a rare and career-defining opportunity for a graduating student.
“I really enjoyed working on the F&F design brief, especially identifying a gap in the brand’s offering and exploring how it could better connect with a specific age group. Winning the competition feels incredibly exciting and has given me a real sense of direction at a time when graduating can feel uncertain. I’m looking forward to starting this journey with F&F and continuing to grow within a creative environment.”
GFW x F&F Marketing Winner: Poppy Whitford of Coventry University, winner of the GFW x F&F Marketing Brief is awarded a month long placement role with F&F, and the opportunity to have her campaign exhibited at Graduate Fashion Week 2026.
“My work was inspired by youth, movement and real-life moments, especially the energy of travelling and capturing those experiences on camera. I saw an opportunity for F&F to better connect with a younger audience and wanted to bring that sense of vibrancy and authenticity to the campaign. Winning has given me a huge boost of confidence in my creative and strategic thinking as I take my next steps in the industry.”
Our successful students Rubie Baldwin (Leeds Art University) and Poppy Whitford (Coventry University), were selected as winners for their innovative, forward-thinking responses to the brief: combining creativity with commercial awareness.
“We’re so pleased to be able to share the winners of the marketing and design GFF x F&F industry briefs, two exciting talents that we look forward to seeing enter the industry upon graduation. Initiatives like these are what drive future talent to stay engaged in their career dreams, exposure to exciting brands such as F&F, and deliver real results in understanding what the fashion industry requires from fresh young talent. Congratulations to Poppy and Rubie, we can’t wait to see what you achieve in your time with F&F”
Their winning work will be showcased at Graduate Fashion Week 2026, presented by F&F - taking place from 15th to 18th of June at Truman Brewery, London - as the event marks its 35th anniversary.
“Supporting the next generation of creative talent is essential to the future of our industry, and these entries show just how bright that future is. At F&F, we’re committed to championing fresh perspectives and fashion‑forward innovation, and these entries demonstrated well‑thought‑through, bold and forward‑thinking ideas. It was fantastic to bring 19 finalists into our office to learn from each other, support them through portfolio and project reviews, and see their talent and passion first‑hand. A huge well done to Rubie and Poppy – their innovative thinking and creative vision stood out, and we’re proud to welcome them into our business and support them as they take their next steps into the industry.”
