Alexander McQueen, autumn/winter 2006-7

The British Fashion Council has come up with a new scheme to support, not new designers, but second generation labels which have a recognised presence in the fashion arena but still need a helping hand to get them to the next level.

Fashion Forward, sponsored by Westfield retail property group - which is launching a new lifestyle and shopping development in White City in two years time ?will allow designers whose businesses are in a crucial stage of their development to continue showing at the event, as well as providing them with business mentoring services. "I am thrilled that we've been able to launch this initiative with the support of Westfield," says Hilary Riva, chief executive of the BFC. "

Fashion Forward will support London Fashion Week's most promising designers. While we have traditionally been exceptional at nurturing emerging talent, we have been less strong at supporting designers in their next stage of development. Westfield's generosity and enthusiasm for this initiative demonstrates great commitment to British design and London Fashion Week and we are extremely pleased to be working together." Skye Fisher, project marketing manager for Westfield, which has signed on to sponsor the initiative for four seasons, added. "Fashion will be at the heart of Westfield's new retail and lifestyle destination in White City when it opens in 2008.

What better way to help support the UK fashion industry than to be inaugural partners of the British Fashion Council's new Fashion Forward scheme. We are proud to be championing UK fashion talent to help designers create a long term successful business."