The British Fashion Council has announced the names of the recipients of its designer support initiative under its NEWGEN MEN scheme. Launched earlier this year, the initiative aides designers by providing funding to enable them to showcase their work at London Fashion Week, as well as access to use of the BFC Catwalk Show Space at Somerset House. Like its sister scheme, NEWGEN, which is sponsored by Topshop, NEWGEN MEN is sponsored by Topman and follows on from the MAN show, which offers designers similar sponsorship and business assistance.

This shortlist for the coming autumn/winter 2010 NEWGEN MEN includes Carolyn Massey, whose designs have been described as "quintessentially English", Christopher Shannon, known for his "luxe sportswear inspired collection and wearable collaborations with Eastpak and Topman, as well as LFW credentials having shown as part of the MAN initiative'", James Long, for "his ability to push the boundaries whilst creating truly wearable pieces", and J.W. Anderson, whose "intriguing silhouettes and romantic detailing have affirmed his stature as one of the most promising emerging menswear designers in London."

This season, the candidates were judged by a panel of industry insiders consisting of BFC CEO (Joint) Simon Ward; Selfridges' Adam Kelly; Charlie Porter of Fantastic Man; GQ's Dylan Jones; Gordon Richardson, Topman; Esquire's Jeremy Langmead, Lulu Kennedy of Fashion East, Patrick Grant, Norton & Sons; Style.com/Vogue US and BFC Ambassador for Emerging Talent Sarah Mower; Liberty's Stephen Ayres; Terry Betts, Harvey Nichols; and Tim Blanks from Style.com.

Simon Ward commented on this year's offerings: "NEWGEN MEN got off to a really strong start when it launched in September 2009, and the quality of applicants for this season shows what an incredible job many menswear designers are doing in this country right now. I am looking forward to a full menswear day of emerging and established talent next February." And having checked out some recent work from the chosen four, the creativity and impeccable tailoring and finishing of all the designs have won us over and we have to agree with Mr Ward, this season, we will definitely be looking forward to the menswear shows.  For more information, check here.