Fashion Scout at London Fashion Week

James Kelly graduated from the Royal College of Art’s prestigious Fashion Design MA in 2014, to a flurry of press attention. He describes his womenswear as a myriad of elements combined together to create something new. Inspired by the strange, dreamy and ambiguous, Kelly pioneers an exploration into outerwear and sportswear by deconstructing and distorting sports jackets and trench coats. The collection seeps texture, in the form of Steiff alpaca mohair and ostrich feathers, which billow away from the models on the runway.

On winning the award, Kelly celebrated; “I am completely blown away with the fact that I was chosen for the Merit Award. I’m so excited to be working on my new collection to be shown at Fashion Scout this February and am so thankful for this opportunity!”

James Kelly was selected from over 200 emerging designers who applied for the Merit Award by the Selection Panel of industry experts including; Sara Maino from Vogue Italia, Hilary Alexander OBE, Stylist Rebekah Roy, Fashion Scout Director Martyn Roberts and former Merit Award winner Georgia Hardinge.

Hilary Alexander commented; "I was totally blown away by James Kelly's collection at the Royal College of Art gala earlier this year. Marvellous marriage of function, fashion and form; beautiful colours of midnight navy, deep forest green, and pewter, with hand-dyed ostrich feathers. The models looked like birds of paradise flying through a storm."

“We are very excited with James Kelly’s selection for the Fashion Scout Merit Award AW15/16.” said Martyn Roberts, Fashion Scout Director. “We have been following his journey as a designer and already he has a real buzz around his beautiful collection”.

The Merit Award Winner will showcase his latest collection at Fashion Scout during London Fashion Week from 20th- 24th February and Fashion Scout Paris from 4th- 10th March.

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Fashion Scout at London Fashion Week


Catwalk shows from Fashion Scout at London Fashion Week: the complete collection of shows at the Fashion Scout venue, every season since A/W 11. All shot and cut live in the catwalk, with occasional post-production, by Brightonart for Fashion Scout Events.

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