On its 100th anniversary, Belstaff connects with Manchester Fashion Institute to task the next generation of fashion designers with re-interpreting its iconic heritage.
004
2024
Manchester Fashion Institute
MEET THE CLASS OF 2024
[01] Georgia Valentine
[02] Hadisa Ahmad Tabussam
[03] Ari Nendran
[04] Eloise Ford
[05] Wiki Nicieja
[06] Freya Lucas
Georgia Valentine
[01]
Oxfordshire, U.K.BA Fashion Design & Technology [Menswear]
What is your design speciality?
My speciality is luxury performance outerwear with a strong focus on sustainability and innovation.
How are you reinterpreting the Belstaff blueprint into contemporary garments?
Considering the emerging growth of gender neutral clothing, I tapped into Belstaff’s identity with the aim of breaking gender barriers. I studied its current collections and decided to look closer at the silhouette of the womenswear Iris Jacket, giving the reworked piece a cropped oversized fit to suit all wearers.
Why is understanding heritage important in today’s fashion climate?
For the performance wear industry to evolve, it’s important for designers to understand the heritage of garments, specifically how they were manufactured before technological advancements. My concept is inspired by early 1900s Arctic explorer garments. Many pieces from this time were made from wool which is a biodegradable, anti-microbial and durable resourceful fiber. This piece of history taught me how to use natural materials in a way that doesn't harm our environment.
Why is understanding heritage important in today’s fashion climate?
Heritage allows us to incorporate authenticity and cultural connections into designs. It also creates a foundation for innovation and new beginnings as designers embrace a brand’s unique identity to build a new look in the dynamic fashion scene.
How are you reinterpreting the Belstaff blueprint into contemporary garments?
To keep my approach as authentic as possible, I’ve infused modern design elements into the traditional Belstaff blueprint by including a range of innovative materials. I’ve juxtaposed these in a way that embraces current fashion trends, creating a garment that blends heritage with contemporary style.
What is your design speciality?
My design speciality is technical garments built specifically with knit processes.
Manchester, U.K.BA Fashion [Menswear]
[02]
Hadisa Ahmad Tabussam
Why is understanding heritage important in today’s fashion climate?
Heritage makes an identity unique. Though trends continuously sweep the fashion landscape, heritage is transcendent. New labels can only try to replicate heritage but fall short to imitation.
How are you reinterpreting the Belstaff blueprint into contemporary garments?
Belstaff has always created for the independent spirit so, following in these footsteps, I decided to make a garment for creative individuals. My design will support their creativity with extended mobility, utility, and function.
What is your design speciality?
Though my speciality is womenswear, my practice is heavily influenced by menswear and technical outerwear. These avenues have inspired my unisex Cloudmaster collection.
Subang Jaya, MalaysiaBA Fashion Design and Technology [Womenswear]
[03]
Ari Nendran
Why is understanding heritage important in today’s fashion climate?
Appreciating heritage is important because the meaning and history behind our clothes makes us value them so much more. If an item of clothing has a story behind it, it becomes more precious and not just a throw away trend.
How are you reinterpreting the Belstaff blueprint into contemporary garments?
I’m going back to the brand’s roots in Stoke-On-Trent. I researched garments that are iconic to the city’s history, looking at how they were previously used to reimagine their purpose in a contemporary setting.
What is your design speciality?
My speciality is outerwear, particularly minimal styles with elevated details and silhouettes. I wear a lot of menswear and unisex garments so when designing, I like to imagine how my work will look on all genders.
Stoke-On-Trent, U.K.BA Fashion Design & Technology [Menswear]
Eloise Ford
[04]
Why is understanding heritage important in today’s fashion climate?
With a growing importance of sustainable and high-quality fashion choices, being informed about a brand's heritage is essential in today’s age. You should know that the product you’re getting is designed to withstand the test of time.
How are you reinterpreting the Belstaff blueprint into contemporary garments?
I focused on combining Belstaff’s iconic functionality with new innovations. Playing around with pattern cutting techniques, I created a new customer bracket for the brand while conserving its values and heritage.
What is your design speciality?
I’m always considering form and function to create versatile pieces. Though I don’t have a distinct speciality, I find myself gravitating specifically towards coats and outerwear.
Rugby, U.K.BA Fashion Design & Technology [Menswear]
Wiki Nicieja
[05]
Why is understanding heritage important in today’s fashion climate?
It’s vital because it grounds us in the values of human ingenuity, craftsmanship, and authenticity which have shaped fashion in the past. As the industry undergoes rapid changes, drawing inspiration from heritage ensures that our fashion journey remains meaningful with modern designs enriched in depth and timeless appeal.
How are you reinterpreting the Belstaff blueprint into contemporary garments?
I’m combining Belstaff’s motorcycle heritage with sustainable and ethical manufacturing processes, emphasizing both modularity and innovation in new materials. I’m aiming to embody the new spirit of exploration in a fast-changing world, pushing boundaries in design and craft.
What is your design speciality?
My design specialty is functional men’s streetwear, exploring how material, print, and embroidery play into environment, culture and behavior.
Glastonbury, U.K.BA Fashion [Menswear]
Freya Lucas
[06]
More coming soon
Watch the 2024 Belstaff Cloudmaster Prize Fund unfold by staying tuned to Hypebeast.
To shop the Belstaff pieces featured, head to the Cloudmaster Edit on the brand’s website now.
Meet The Class
The Night Shift
+44 Crit Session
The Final Cut
SELECT
SELECT
SELECT
SELECT
SELECT
SELECT
Ellwood Coat
GULLEY OVERSHIRT
ACER COAT
FORELAND JACKET
CASTMASTER OVERSHIRT
CASTMASTER OVERSHIRT
FORELAND JACKET
ACER COAT
GULLEY OVERSHIRT
ELLWOOD COAT
Centenary Quilted Bomber
Centenary Quilted Bomber
Select a student to learn more
The Night Shift
After judging the concepts behind six detailed menswear proposals, Belstaff announces its shortlist of four finalists progressing to the next phase of its Cloudmaster Prize Fund.
From evolving archival garments and amplifying personal stories to innovating new functionality, the selected concepts show how four unique perspectives can be tailored to provide a fresh blueprint for Belstaff which meets the demands of a modern lifestyle.
In a first-look at the projects, Manchester Fashion Institute opens the doors to its fashion workshops in Manchester Metropolitan University where Nendran, Ford, Ahmed, and Lucas clock in for a Night Shift. Captured amongst the studio’s mannequins and sewing machines, the semi-finalists share the ways in which they are bringing their forward-thinking ideas to life – through sketches to toiles and finally, the fully resolved prototype.
Watch the full feature with the four Cloudmaster designers now. To get a closer look at their proposals, discover their designs .
VIEW MORE
Ari Nendran
Finding ties between Belstaff’s independent spirit and the lifestyles of today’s creatives, Nendran’s concept aims to fulfill the needs of being on-the-go with a focused attention on comfort and purposeful aesthetics. Through interpretations of amplification structures in architecture, she proposes a streamlined-yet-expandable jacket that complexly conceals various functional elements.
Eloise ford
Belstaff’s beginnings in Stoke-On-Trent land at the heart of Ford’s concept – aligning with her own roots in the British city, she taps into its rich history of pottery and mining. As she unearths her family’s old mining uniforms and cross-references them with the brand’s iconic aesthetic, Ford’s utility style jacket design becomes a celebration of both Belstaff and her own roots in a contemporary form.
hadisa ahmad tabussam
In her technical concept, Ahmed rises to the challenge of crafting a high-performance jacket for climbers – PAYING HOMAGE TO BELSTAFF’S HISTORY OF DRESSING MOUNTAINEERS AND ITS LINKS TO SIR CHRIS BONINGTON. By harnessing her own experience on the rocks, she explores how conventional climbing gear can be refined whilst withstanding extreme body movements. The resulting design sees Ahmed blend her signature freeform style with engineered elements, bringing both flexibility and durability to any climb.
freya lucas
Having grown up around the relics of motorsport past, Lucas’ concept focus falls naturally on Belstaff’s iconic motorcycle heritage. A discovery of the brand’s archival leather pieces, fused with an overarching understanding of motorbikers, leads her to design a functional statement jacket. Not only serving as a durable outer layer for bikers, it doubles up as a versatile outerwear garment built for everyday life.
GEORGIA VALENTINE
Ari nendran
Eloise ford
freya lucas
hadisa ahmad tabussam
WIKI Nicieja
GEORGIA VALENTINE
Select student
Georgia Valentine
Hadisa Ahmad Tabussam
Ari Nendran
Eloise Ford
Wiki Nicieya
Freya Lucas
After judging the concepts behind six detailed menswear proposals, Belstaff announces its shortlist of four finalists progressing to the next phase of its Cloudmaster Prize Fund.
From evolving archival garments and amplifying personal stories to innovating new functionality, the selected concepts show how four unique perspectives can be tailored to provide a fresh blueprint for Belstaff which meets the demands of a modern lifestyle.
In a first-look at the projects, Manchester Fashion Institute opens the doors to its fashion workshops in Manchester Metropolitan University where Nendran, Ford, Ahmed, and Lucas clock in for a Night Shift. Captured amongst the studio’s mannequins and sewing machines, the semi-finalists share the ways in which they are bringing their forward-thinking ideas to life – through sketches to toiles and finally, the fully resolved prototype.
Watch the full feature with the four Cloudmaster designers now. To get a closer look at their proposals, scroll down and discover their designs.
VIEW MORE
AriNendran
Finding ties between Belstaff’s independent spirit and the lifestyles of today’s creatives, Nendran’s concept aims to fulfill the needs of being on-the-go with a focused attention on comfort and purposeful aesthetics. Through interpretations of amplification structures in architecture, she proposes a streamlined-yet-expandable jacket that complexly conceals various functional elements.
Having grown up around the relics of motorsport past, Lucas’ concept focus falls naturally on Belstaff’s iconic motorcycle heritage. A discovery of the brand’s archival leather pieces, fused with an overarching understanding of motorbikers, leads her to design a functional statement jacket. Not only serving as a durable outer layer for bikers, it doubles up as a versatile outerwear garment built for everyday life.
AriNendran
In her technical concept, Ahmed rises to the challenge of crafting a high-performance jacket for climbers – paying homage to Belstaff’s history of dressing mountaineers and its links to Sir Chris Bonington. By harnessing her own experience on the rocks, she explores how conventional climbing gear can be refined whilst withstanding extreme body movements. The resulting design sees Ahmed blend her signature freeform style with engineered elements, bringing both flexibility and durability to any climb.
freyalucas
Belstaff’s beginnings in Stoke-On-Trent land at the heart of Ford’s concept – aligning with her own roots in the British city, she taps into its rich history of pottery and mining. As she unearths her family’s old mining uniforms and cross-references them with the brand’s iconic aesthetic, Ford’s utility style jacket design becomes a celebration of both Belstaff and her own roots in a contemporary form.
Hadisa ahmad tabussam
01
02
ARI NENDRAN
ELOISE FORD
FREYA LUCAS
HADISA AHMAD TABUSSAM
ARI NENDRAN
Since announcing the new Cloudmaster Prize Fund, the four contending students have begun to reveal the initial ideas and unique design identities behind their respective Belstaff concepts. Rethinking the brand’s founding values as well as its connections to various communities, the proposed designs look to explore the definitive blueprint in ways that dually consider Belstaff’s future outlook.
While the students are accustomed to taking a theoretical approach into design briefs, this hands-on project puts their ideas to practice as they tackle a variety of real-life, industry-focused challenges in the process of making the garments. In order to develop their concepts, the designers are encouraged to use their problem solving skills to innovate new practices as well as explore technical methodologies to overcome the posed obstacles.
For the latest phase of the program, Hypebeast reconnects with the cohort in a group chat where they discuss their creative approach. Take an intimate look behind their processes through the video recap before the grand reveal later this year.
+44 crit session
03
REACT
01
MEET THE CLASS
02
THE NIGHT SHIFT
03
+44 CRIT SESSION
04
FACULTY NIGHT
05
THE FINAL CUT
BACK
BACK
01
02
ARI HENDRAN
ELOISE FORD
FREYA LUCAS
HADISA AHMAD TABUSSAM
Select student
+44 Crit session
03
After judging the concepts behind six detailed menswear proposals, Belstaff announces its shortlist of four finalists progressing to the next phase of its Cloudmaster Prize Fund.
From evolving archival garments and amplifying personal stories to innovating new functionality, the selected concepts show how four unique perspectives can be tailored to provide a fresh blueprint for Belstaff which meets the demands of a modern lifestyle.
In a first-look at the projects, Manchester Fashion Institute opens the doors to its fashion workshops in Manchester Metropolitan University where Nendran, Ford, Ahmed, and Lucas clock in for a Night Shift. Captured amongst the studio’s mannequins and sewing machines, the semi-finalists share the ways in which they are bringing their forward-thinking ideas to life – through sketches to toiles and finally, the fully resolved prototype.
Watch the full feature with the four Cloudmaster designers now. To get a closer look at their proposals, scroll down and discover their designs.
Since announcing the new Cloudmaster Prize Fund, the four contending students have begun to reveal the initial ideas and unique design identities behind their respective Belstaff concepts. Rethinking the brand’s founding values as well as its connections to various communities, the proposed designs look to explore the definitive blueprint in ways that dually consider Belstaff’s future outlook.
While the students are accustomed to taking a theoretical approach into design briefs, this hands-on project puts their ideas to practice as they tackle a variety of real-life, industry-focused challenges in the process of making the garments. In order to develop their concepts, the designers are encouraged to use their problem solving skills to innovate new practices as well as explore technical methodologies to overcome the posed obstacles.
For the latest phase of the program, Hypebeast reconnects with the cohort in a group chat where they discuss their creative approach. Take an intimate look behind their processes through the video recap before the grand reveal later this year.
Meet The Class
VIEW MORE
VIEW MORE
VIEW MORE
VIEW MORE
Faculty Night
Faculty night
04
Through inviting six designers to reimagine its heritage, Belstaff’s Cloudmaster prize fund has acted as a catalyst for innovative fashion design, driven by function and style. In the penultimate phase of the program, the finalists bring forth their cutting-edge outerwear prototypes, showcasing fresh takes on the brand’s century-old legacy.
To judge the respective garments in their final stage, Belstaff enlists seven industry experts from the realms of design, academia, publishing, and retail. The “Faculty” panel is headed up by Manchester Fashion Institute’s deputy head Jo Jenkinson and Belstaff’s creative director Sean Lehnhardt-Moore who have been closely associated with the prize fund from its inception.
Bringing their expertise in fashion to the table, designer Saul Nash and END. buying director Lea Cranfield join the panel line-up in search of innovative flair and the ability to push the boundaries of design. Meanwhile, senior curator at the V&A Christine Checinska, fashion journalist Charlie Porter, and Hypebeast’s Steven Appleyard will judge the designers on the ways they connect Belstaff’s heritage with modern trends and lifestyles.
Together, the panelists explore the concepts through the fundamentals of their fields, testing how they will be received by Belstaff’s next generation. To get an insight into their backgrounds, Hypebeast speaks to the faculty ahead of the winner reveal.
Jo Jenkinson
Sean Lehnhardt-Moore
Saul Nash
Christine Checinska
Charlie Porter
Steven Appleyard
Lea Cranfield
What advice would you give to young creatives who want to harness innovation in their practices?
Above everything, remember to work collaboratively. The wonderful thing about this project, and in fact this panel, is the convergence of different perspectives and approaches. Don’t hold onto ideas, instead join forces, share your unique knowledge, and find the solutions together.
What role does innovation and discovery play in your field?
For me, fashion is about the wearer as much as it is about the garment. Today, innovation in design is often driven by new technologies or processes which are important factors to consider. However, as a designer, educator and researcher, focusing on the wearer and their embodied experiences of dress is where my creative process begins.
Deputy Head of Manchester Fashion Institute, Manchester Metropolitan University
Jo Jenkinson
What advice would you give to young creatives who want to harness innovation in their practices?
Young creatives need to stay up-to-date on the industry’s latest developments, technologies, and customer behaviors. To harness innovation in their practice, they should explore textiles and techniques that enhance their designs and make them stand out from the crowd.
What role does innovation and discovery play in your field?
Customers today want to be excited, and the best way to achieve this is to create unique and innovative products, using new technologies, materials, and manufacturing processes. At Belstaff we are constantly looking beyond the walls of fashion to find innovative solutions from other industries, particularly around sustainability.
Are there any themes you’re looking out for in the Cloudmaster prize fund?
Right now, it’s all about Blue Sky Thinking – the act of embracing both inspiration and innovation. I want to see how the designers look beyond what Belstaff already does by working with new materials and technologies to find new ideas and solutions for form and function in menswear.
Creative director at Belstaff
Sean Lehnhardt-Moore
What advice would you give to young creatives who want to harness innovation in their practices?
It’s important to think about what you are aiming to achieve, then understand how you can utilize what is out there to help you do this. I was always taught to discover new sources of inspiration and now, I believe that through this exploration and passion for what you are doing, innovation can easily be found.
What role does innovation and discovery play in your field?
For my brand, my ethos is driven by movement and innovating for this is essential. We are always looking to find new ways of manipulating materials or enhancing their fabrication to perform better and support the wearers ability to move.
Menswear designer and founder of Saul Nash
Saul Nash
What advice would you give to young creatives who want to harness innovation in their practices?
My advice would be to stay curious. Innovation involves asking questions and taking risks. Though mistakes will inevitably happen, it’s important to embrace them as it is sometimes the “mistake” that leads you to truly innovative work.
What role does innovation and discovery play in your field?
I work at the intersection of art, design, and craft. My creative work encompasses curation, writing and art practice, so innovation is at the heart of everything I do. For example, my role in the museum is not only about acquiring and sharing innovative art, design, and performance-related objects with our audiences, it’s also about working alongside colleagues to imagine and invoke the museum of the future.
Are there any themes you’re looking out for in the Cloudmaster prize fund?
Sustainability should be a consideration, however, it’s important for the designers to remember that sustainability is also about people. I want to see how their concepts relate to Belstaff’s heritage whilst using eco-conscious materials and practices to make their proposed garments. They should be honoring heritage craftsmanship as well as embracing innovation. Good creative design combines innovation, aesthetic, and function.
Senior curator of Africa and diaspora textiles and fashion at V&A
Christine Checinska
What advice would you give to young creatives who want to harness innovation in their practices?
Innovation can sound like such a grand word but actually, innovation is at its most powerful when it’s done with humility. It takes hard work, focus and concentration to create something enlightened, often as a result of coming to a true understanding of your own character. Innovation doesn’t need to shout: it can happen in quietness.
What role does innovation and discovery play in your field?
Innovation in fashion is usually hidden, but often it can be found in fabric development or machine technology. Sometimes societal or industrial change requires innovation in clothing which may later affect fashion.
Are there any themes you’re looking out for in the Cloudmaster prize fund?
For the Cloudmaster prize fund, I’m looking for an understanding of the alchemy in function. Functional design can be a jumping off point for big ideas and individual thinking. It’s magical when you see the work of someone who understands all that’s possible when you design with purpose.
Fashion journalist and author of What Artists Wear
Charlie porter
What advice would you give to young creatives who want to harness innovation in their practices?
Your audience and customers should always be your priority. Innovation should be purposeful, it should solve the specific problem faced by your audience and serve their needs and demands.
What role does innovation and discovery play in your field?
Hypebeast has constantly innovated in order to grow and support our community.What began as a blog became a multifaceted platform encompassing websites, print publications, online video channels, an integrated app, and a socially distributed ecosystem. Whilst we’ve grown, at our core we’re still rooted in discovery: serving as a gateway to learn about emerging trends and new communities.
Are there any themes you’re looking out for in the Cloudmaster prize fund?
I'm looking for purposeful innovation. Belstaff has grown to be coveted by a broad and diverse set of fans, but at its core, the brand has maintained its focus on hero products made for specific purposes such as exploration, aviation, and motorsport. I want to see what the designers have identified as Belstaff’s contemporary purposes, and what they want to innovate and solve for.
VP of EMEA at Hypebeast
Steven Appleyard
What advice would you give to young creatives who want to harness innovation in their practices?
In order to challenge the status quo, you have to think outside the box and make sure you speak up and share your authentic opinions. When you do this, your creativity and innovation can evolve.
What role does innovation and discovery play in your field?
In both my personal and professional life, innovation in design and product functionality is a massive driver. When we buy the seasonal collections, we have to consider which exciting trends and new products will surprise our customers. These drops need to be planned at the right times to ensure our storytelling is relevant and engaging.
Are there any themes you’re looking out for in the Cloudmaster prize fund?
I want to see that the students have researched and considered the heritage of Belstaff as well as all the elements that make up its successful brand, exploring how they are finding new ways to bring it to the next generation.
Chief buying and merchandising officer at END. Clothing
Lea Cranfield
faculty night
03
Through inviting six designers to reimagine its heritage, Belstaff’s Cloudmaster prize fund has acted as a catalyst for innovative fashion design, driven by function and style. In the penultimate phase of the program, the finalists bring forth their cutting-edge outerwear prototypes, showcasing fresh takes on the brand’s century-old legacy.
To judge the respective garments in their final stage, Belstaff enlists seven industry experts from the realms of design, academia, publishing, and retail. The “Faculty” panel is headed up by Manchester Fashion Institute’s deputy head Jo Jenkinson and Belstaff’s creative director Sean Lehnhardt-Moore who have been closely associated with the prize fund from its inception.
Bringing their expertise in fashion to the table, designer Saul Nash and END. buying director Lea Cranfield join the panel line-up in search of innovative flair and the ability to push the boundaries of design. Meanwhile, senior curator at the V&A Christine Checinska, fashion journalist Charlie Porter, and Hypebeast’s Steven Appleyard will judge the designers on the ways they connect Belstaff’s heritage with modern trends and lifestyles.
Together, the panelists explore the concepts through the fundamentals of their fields, testing how they will be received by Belstaff’s next generation. To get an insight into their backgrounds, Hypebeast speaks to the faculty ahead of the winner reveal.
Sean Lehnhardt-Moore
Saul Nash
Christine Checinska
Charlie Porter
Steven Appleyard
Lea Cranfield
VIEW MORE
Deputy Head of Manchester Fashion Institute, Manchester Metropolitan University
AriNendran
What role does innovation and discovery play in your field?
For me, fashion is about the wearer as much as it is about the garment. Today, innovation in design is often driven by new technologies or processes which are important factors to consider. However, as a designer, educator and researcher, focusing on the wearer and their embodied experiences of dress is where my creative process begins.
Are there any themes you’re looking out for in the Cloudmaster prize fund?
The Cloudmaster prize fund is an opportunity to completely reimagine outerwear. I’m hoping the students push their concepts with this in mind and find new possibilities for design, whilst also aligning with the values of this iconic brand.
What advice would you give to young creatives who want to harness innovation in their practices?
Above everything, remember to work collaboratively. The wonderful thing about this project, and in fact this panel, is the convergence of different perspectives and approaches. Don’t hold onto ideas, instead join forces, share your unique knowledge, and find the solutions together.
Creative director at Belstaff
Jo Jenkinson
What role does innovation and discovery play in your field?
Customers today want to be excited, and the best way to achieve this is to create unique and innovative products, using new technologies, materials, and manufacturing processes. At Belstaff we are constantly looking beyond the walls of fashion to find innovative solutions from other industries, particularly around sustainability.
What advice would you give to young creatives who want to harness innovation in their practices?
Young creatives need to stay up-to-date on the industry’s latest developments, technologies, and customer behaviors. To harness innovation in their practice, they should explore textiles and techniques that enhance their designs and make them stand out from the crowd.
Are there any themes you’re looking out for in the Cloudmaster prize fund?
Right now, it’s all about Blue Sky Thinking – the act of embracing both inspiration and innovation. I want to see how the designers look beyond what Belstaff already does by working with new materials and technologies to find new ideas and solutions for form and function in menswear.
Menswear designer and founder of Saul Nash
Jo Jenkinson
What role does innovation and discovery play in your field?
For my brand, my ethos is driven by movement and innovating for this is essential. We are always looking to find new ways of manipulating materials or enhancing their fabrication to perform better and support the wearers ability to move.
What advice would you give to young creatives who want to harness innovation in their practices?
It’s important to think about what you are aiming to achieve, then understand how you can utilize what is out there to help you do this. I was always taught to discover new sources of inspiration and now, I believe that through this exploration and passion for what you are doing, innovation can easily be found.
Are there any themes you’re looking out for in the Cloudmaster prize fund?
I want the designers to showcase the ability to authentically tell a story and address something that they are passionate about through their designs as well as considering the product’s functionality and innovation.
Senior curator of Africa and diaspora textiles and fashion at V&A
Jo Jenkinson
What role does innovation and discovery play in your field?
I work at the intersection of art, design, and craft. My creative work encompasses curation, writing and art practice, so innovation is at the heart of everything I do. For example, my role in the museum is not only about acquiring and sharing innovative art, design, and performance-related objects with our audiences, it’s also about working alongside colleagues to imagine and invoke the museum of the future.
What advice would you give to young creatives who want to harness innovation in their practices?
My advice would be to stay curious. Innovation involves asking questions and taking risks. Though mistakes will inevitably happen, it’s important to embrace them as it is sometimes the “mistake” that leads you to truly innovative work.
Are there any themes you’re looking out for in the Cloudmaster prize fund?
Sustainability should be a consideration, however, it’s important for the designers to remember that sustainability is also about people. I want to see how their concepts relate to Belstaff’s heritage whilst using eco-conscious materials and practices to make their proposed garments. They should be honoring heritage craftsmanship as well as embracing innovation. Good creative design combines innovation, aesthetic, and function.
Fashion journalist and author of What Artists Wear
Sean Lehnhardt-Mooreinson
What role does innovation and discovery play in your field?
Innovation in fashion is usually hidden, but often it can be found in fabric development or machine technology. Sometimes societal or industrial change requires innovation in clothing which may later affect fashion.
What advice would you give to young creatives who want to harness innovation in their practices?
Innovation can sound like such a grand word but actually, innovation is at its most powerful when it’s done with humility. It takes hard work, focus and concentration to create something enlightened, often as a result of coming to a true understanding of your own character. Innovation doesn’t need to shout: it can happen in quietness.
Are there any themes you’re looking out for in the Cloudmaster prize fund?
For the Cloudmaster prize fund, I’m looking for an understanding of the alchemy in function. Functional design can be a jumping off point for big ideas and individual thinking. It’s magical when you see the work of someone who understands all that’s possible when you design with purpose.
VP of EMEA at Hypebeast
Christine Checinska
What role does innovation and discovery play in your field?
HYPEBEAST HAS CONSTANTLY INNOVATED IN ORDER TO GROW AND SUPPORT OUR COMMUNITY. WHAT BEGAN AS A BLOG BECAME A MULTIFACETED PLATFORM ENCOMPASSING WEBSITES, PRINT PUBLICATIONS, ONLINE VIDEO CHANNELS, AN INTEGRATED APP AND SOCIALLY DISTRIBUTED ECOSYSTEM. WHILST WE'VE GROWN, AT OUR CORE WE'RE STILL ROOTED IN DISCOVERY: SERVING AS A GATEWAY TO LEARN ABOUT EMERGING TRENDS AND NEW COMMUNITIES.
What advice would you give to young creatives who want to harness innovation in their practices?
Your audience and customers should always be your priority. Innovation should be purposeful, it should solve the specific problem faced by your audience and serve their needs and demands.
Are there any themes you’re looking out for in the Cloudmaster prize fund?
I'm looking for purposeful innovation. Belstaff has grown to be coveted by a broad and diverse set of fans, but at its core, the brand has maintained its focus on hero products made for specific purposes such as exploration, aviation, and motorsport. I want to see what the designers have identified as Belstaff’s contemporary purposes, and what they want to innovate and solve for.
Chief buying and merchandising officer at END. Clothing
STEVEN APPLEYARD
What role does innovation and discovery play in your field?
In both my personal and professional life, innovation in design and product functionality is a massive driver. When we buy the seasonal collections, we have to consider which exciting trends and new products will surprise our customers. These drops need to be planned at the right times to ensure our storytelling is relevant and engaging.
What advice would you give to young creatives who want to harness innovation in their practices?
In order to challenge the status quo, you have to think outside the box and make sure you speak up and share your authentic opinions. When you do this, your creativity and innovation can evolve.
Are there any themes you’re looking out for in the Cloudmaster prize fund?
I want to see that the students have researched and considered the heritage of Belstaff as well as all the elements that make up its successful brand, exploring how they are finding new ways to bring it to the next generation.
VIEW MORE
JO JENKINSON
Are there any themes you’re looking out for in the Cloudmaster prize fund?
The Cloudmaster prize fund is an opportunity to completely reimagine outerwear. I’m hoping the students push their concepts with this in mind and find new possibilities for design, whilst also aligning with the values of this iconic brand.
Are there any themes you’re looking out for in the Cloudmaster prize fund?
I want the designers to showcase the ability to authentically tell a story and address something that they are passionate about through their designs as well as considering the product’s functionality and innovation.