Sarah Mower
Fashion critic and BFC Ambassador for Emerging Talent
Sarah Mower is a British fashion journalist and critic who has reviewed collections for American Vogue and style.com and, since 2009, has served as the British Fashion Council's Ambassador for Emerging Talent. As chair of the BFC NewGen committee she has supported a generation of London designers.
| Role | Ambassador for Emerging Talent, British Fashion Council |
|---|---|
| Since | May 2009 |
| Also | Chair of the BFC NewGen committee |
| Writing | American Vogue, style.com, UK newspapers |
| Award | BFC Special Recognition Award, 2023 |
Who is Sarah Mower?
Sarah Mower is a British fashion journalist known both for her runway criticism and for her role in developing young design talent in London. Her career combines writing for international titles with hands on work inside the British fashion system, which gives her an unusual double perspective as critic and mentor.
Career
Mower built her reputation writing about fashion for major UK newspapers and for American Vogue and its former runway site style.com, where her reviews of London, Milan, Paris and New York collections reached a global industry audience.
In May 2009 the British Fashion Council appointed her as its first Ambassador for Emerging Talent. The role formalised support she had already been giving the BFC, including hosting events for its LONDONshowROOMS initiative in Paris. In the role she acts as a spokesperson for new British designers and chairs the BFC's NewGen committee, which selects and supports emerging labels showing during London Fashion Week.
Influence on the fashion business
NewGen is one of the best known talent programmes in global fashion, and Mower's involvement has linked critical judgement with practical business support. The BFC credits her with supporting designers including:
- Christopher Kane, Erdem and JW Anderson
- Simone Rocha and Richard Quinn
- Ashish, Matty Bovan and SS Daley
- Bianca Saunders and Priya Ahluwalia
She was guest curator of the Design Museum exhibition Rebel: 30 Years of London Fashion, which celebrated the NewGen programme and the designers it has helped launch. In December 2023 the BFC gave her a Special Recognition Award for Championing Young Designer Talent at The Fashion Awards at the Royal Albert Hall. Then BFC chief executive Caroline Rush described her as a constant pillar of support to young talent.
Why it matters
Emerging designers struggle with funding, production and visibility, and many promising labels fail in their first years. Mower's work shows how industry bodies can use critical expertise to identify talent and connect it with buyers, press and investors. For London in particular, NewGen has been central to the city's reputation as a place where new fashion businesses are launched, and Mower has been one of its most visible champions for more than fifteen years.
Frequently asked questions
Who is Sarah Mower?
Sarah Mower is a British fashion journalist and critic who has written for American Vogue and style.com. Since 2009 she has been the British Fashion Council's Ambassador for Emerging Talent and chair of its NewGen committee.
What does Sarah Mower do for young designers?
As chair of the BFC NewGen committee she helps select and support emerging labels at London Fashion Week. The BFC credits her with supporting designers such as Christopher Kane, Erdem, JW Anderson and Simone Rocha.