WGSN Futures Awards 2016: The Winners
By Carlene Thomas Bailey

With the hall of fame award going to British Vogue’s Alexandra Shulman & a celebration of the most innovative designers, this year’s awards were not to be missed

May 27, 2016

6 min

At WGSN we love to celebrate the fashion and retail industry, so much so that every year we give awards to the people who are crafting and creating innovative fashion ideas that we love. Last night, we followed two days of inspiration with a big party held at 8 Northumberland Avenue.

The WGSN Futures Awards was a star-studded night, with the fashion industry’s finest all in attendance.

Alexandra Shulman



Below we’d like to celebrate the designers, editors and digital innovators who inspire us. We particularly want to celebrate our Hall of Fame winner British Vogue’s Alexandra Shulman, whose commitment to the fashion industry – all aspects of it from the health of models to championing new designers – has been immense.

We present the WGSN Future Award winners of 2016:

WGSN Hall of Fame – Outstanding Achievement: Alexandra Shulman

wgsn_alexandra shulman

Celebrating Alexandra Shulman- the longest standing editor of Vogue. Commenting on her award she said “On the way to @WGSN awards to actually collect one. Hurrah @BritishVogue”

Best Digital Innovation: Scotch & Soda X Airbnb

scotch and soda winners with their awards

Forget your standard static ad campaign for the moment. The Dutch fashion brand Scotch & Soda changed things up with theirĀ  immersive character driven campaign film, teaming up with Airbnb to give consumers a chance to live in an apartment and shop the fully stocked Scotch and Soda closet. WGSN loved how innovative the team were and this was the perfect collaboration.

Best New Retail Concept: The Store X Soho House Berlin

Best New Retail Concept: the amazing @TheStoresDotCom! Well deserved!

Best New Retail Concept: the amazing @TheStoresDotCom

More than a traditional store, this is a wonderfully vibrant mix of cafe, gallery and retail space. WGSN judges loved how the space is a reflection of the growing rise of retail that offers consumers an experience, making it a real destination that consumers want to visit at a time when general store footfall in retail is low.

Best Store: RYU Apparel

RYU Apparel

RYU Apparel

Activewear is a key growth market and judges loved this innovative apparel which is engineered for fitness, training and performance in multi-discipline athletics, but still puts style first.

Best E-Store (Pure Play): Farfetch


Online destinations are increasingly important in the retail sphere, but user experience is key. Judges loved the Farfetch interface and how easy it is to navigate, browse and buy.

Best Innovation Design: The Unseen

The Unseen win their award at WGSN Futures

The Unseen win their award at WGSN Futures

We loved that this brand is all about fabrics, using science to create clothes that do more, that your average white tee.

Best Multichannel Business: John Lewis

John Lewis with presenter Brix Smith-Smart

John Lewis with presenter Brix Smith-Smart

Not many high street department stores have their own innovation lab. But that’s where John Lewis is brilliantly unique. Judges loved how this multichannel business invites consumers into a traditional store, but also creates amazing retail experiences for them with ‘the Smart Home Experience’ where consumers could try before they bought.

Best Marketing Initiative: Kate Spade – #MissAdventure

The WGSN judges loved this campaign, the star-studded cast helped make it fun, but it was the fact that the campaign was more like a short film, than a standard 40 sec advert-so consumers felt like they were watching their favourite TV show. Better yet the creation of the hashtag helped the campaign go viral.

Best Start-Up: Hill & Friends

Hill and Friends

Hill and Friends

After working huge accessories brand Mulberry, Emma started her own bag line and has already impressed the tough fashion crowd with her stunning signature designs.

Best Sustainable Design Team: Timberland

Timberland wins the award, presented by Dougie Poynter

Timberland wins the award, presented by Dougie Poynter

We’re huge fans of Timberland’s commitment to sustainability, and how they are using their product to help consumers think.

Avery Dennison RBIS Emerging Brand: Mimi Wade

avery Dennison Emerging Brand Award

New talent is the future, and Mimi’s exciting designs which debuted at London Fashion Week autumn/winter 2016 catwalk, is an exciting talent to watch.

Breakthrough Footwear & Accessories Design: Richard Braqo

attends the WGSN Futures Awards 2016 on May 26, 2016 in London, England.

Richard Braqo wins at WGSN Futures Awards 2016.


Breakthrough Footwear & Accessories Design: Baartmans and Siegel

The innovative @baartmanssiegel takes Breakthrough Menswear Designer award!

The innovative @baartmanssiegel takes Breakthrough Menswear Designer award!

Breakthrough Womenswear Designer: Serafina Sama at Isa Arfen

Congrats on the very talented Serafina at @Isa_Arfen for her Breakthrough Womenwear Designer award!

Congrats on the very talented Serafina at @Isa_Arfen for her Breakthrough Womenwear Designer award!


Thanks to everyone who came down for the awards and helped us celebrate such fantastic talent!! And many thanks to 8 Northumberland Avenue for providing the stunning venue.

Join WGSN for reports on womenswear, menswear, future consumers and sustainability.


WGSN Futures Awards 2016: The Winners
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