Creator of the Fashion Trust: Online Fashion Community: Before expanding to the United States last year, you established the Fashion Trust in the United Kingdom, followed by Fashion Trust Arabia, which aided designers throughout the Middle East and North Africa. What motivated you to do this?

Tania Fares: My impression after spending more time in the United States, and particularly in Los Angeles, is that this country is rich in talent and innovation. The importance of uniting and providing mutual assistance is acknowledged.

FNW: It seems that the next wave of American designers is having a hard time breaking through, even with the support of the CFDA and NY Fashion Week. Has this also occurred to you?

T.F.: We’re all pulling together to support one other, but it’s a tough moment for young designers. They’re having a hard time adjusting to the new world of online sales, production, and commerce. Because of this, I felt compelled to start Fashion Trust in order to support up-and-coming designers.

The renewed focus on the Fashion Trust US demonstrates the necessity of other platforms for the emergence of young designers, right?

To further establish a solid groundwork for up-and-coming designers and to provide them exposure, we think the Fashion Trust is an essential component. In this way, we may all contribute to the field.

Anne Crawford, Tan France, Rachel Zoe, Laura Brown, Jennifer Meyer, and other prominent figures have joined the ranks of the Fashion Trust US’s esteemed board members and ambassadors.

To the younger generation, they wish to impart the wisdom they’ve gained from overcoming adversity. Their passion for the subject is contagious, and we will succeed in our purpose if we keep talking about it and rallying more people behind it.

Stay well: You now have Farfetch and Shop with Google as sponsors. What role do these businesses play in the mentoring program?

We were supported by both corporations for FTUS 2023, T.F. At Google’s headquarters, there was a mentorship program that taught designers more about e-commerce and business planning; after that, they would have monthly one-on-one calls. The winning collections were purchased by Farfetch, who will sell them online and in-store at Browns London when it opens in March 2024.

If you were to run the Fashion Trust US again in 2024, how would you select the 16 finalists?

T.F.: They’ve probably been around for at least a couple of years, if not longer, and have used marketing, narrative, and business strategies to carve out a unique niche for themselves.

FNW: Do these up-and-coming designers receive financial backing in addition to mentoring?

Depending on the size of their business, FTUS winners receive prizes ranging from $100,000 to $200,000.

FNW: Whatever became of the 2023 edition’s winners?

T.F.: They got money, but they also got international publicity and the chance to dress like VIPs. They took a flight to London for a three-day mentoring program where they met with CEOs, head buyers, and other influential people in the sector. Both Farfetch and Browns London will soon be carrying their newest collections. On the FTUS Instagram page, you can see each designer’s narrative and experience emphasized.

If Fashion Trust were to expand to other nations, would you be interested in creating similar events?

Truthfully, it’s impossible to say for sure. Growing our program is something we’re always up for.