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MTV unveils British Fashion Council collaboration

Music Meets Fashion competition held in partnership with Iceberg and River Island.

The MTV brand has revealed a collaboration with the British Fashion Council during London Fashion Week.

The partnership sees fashion students from the UK and select international design colleges invited to design a line inspired by MTV which merges music, fashion and sustainability.

The Music Meets Fashion competition is also being held in collaboration with Italian design house Iceberg and retailer River Island.

Five finalists – selected by a panel of judges – will bring their MTV-inspired runway pieces to life at London Fashion Week Men’s in June 2020 and be awarded £1,000 from MTV. The ultimate winner will present their sustainable, ready-to-wear pieces at London Fashion Week in September 2020.

In addition to invaluable work experience at Milan Fashion Week in September 2020 with Iceberg, the designer’s MTV-inspired commercial designs will be sold in stores and online globally, while MTV will cover their design college tuition for one year.

The competition will be supported through MTV Breaks, an international MTV initiative that provides real-life opportunities to the next generation of creative talent around the world.

“MTV prides itself on inspiring and elevating youth culture on a global scale,” said Kerry Taylor, executive vice president of youth and entertainment at ViacomCBS Networks International. “Fashion is one of the many ways fans connect with our brand.”

Naomi Dominque, design director at River Island, added: “With one of the largest in-house design teams on the UK high-street and over 60 years of fashion retail experience, we are advocates of discovering and supporting future design talent and are well-placed to help guide the designers in realising their creative vision, whilst also appealing to our customer and being sympathetic to our planets resources.”

(Main image (left to right): Liza Crompton-Prall, head of PR, River Island; James Long, creative director, Iceberg; Caroline Rush, ceo, British Fashion Council; and Kelly Bradshaw, vp brand lead, MTV UK.)

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