Graduate Fashion Foundation and F&F Announce Winners of 2026 Student Competitions
Welwyn Garden City, UK – April 2026 – The Graduate Fashion Foundation, in partnership with F&F, has unveiled the winners of its inaugural student competitions ahead of Graduate Fashion Week 2026.
Challenging final-year students to address real-world retail demands with commercially viable ideas, the initiative underscores the urgent need for innovation, ethical practices, and sustainability within the modern fashion landscape.
Rubie Baldwin of Leeds Art University was named the winner of the GFW x F&F Design Brief, securing a rare 12-month paid placement as an Assistant Designer at F&F.
She successfully developed an Autumn/Winter 2026 capsule collection that balanced creativity with retail practicality.
“I really enjoyed working on the F&F design brief, especially identifying a gap in the brand’s offering and exploring how it could better connect with a specific age group. Winning the competition feels incredibly exciting and has given me a real sense of direction at a time when graduating can feel uncertain. I’m looking forward to starting this journey with F&F and continuing to grow within a creative environment,” said Baldwin.
Poppy Whitford of Coventry University won the GFW x F&F Marketing Brief, earning a one-month placement role and the opportunity to have her strategic campaign exhibited at Graduate Fashion Week 2026.
“My work was inspired by youth, movement and real-life moments, especially the energy of travelling and capturing those experiences on camera. I saw an opportunity for F&F to better connect with a younger audience and wanted to bring that sense of vibrancy and authenticity to the campaign. Winning has given me a huge boost of confidence in my creative and strategic thinking as I take my next steps in the industry,” said Whitford.
“We’re so pleased to be able to share the winners of the marketing and design GFF x F&F industry briefs, two exciting talents that we look forward to seeing enter the industry upon graduation. Initiatives like these are what drive future talent to stay engaged in their career dreams, exposure to exciting brands such as F&F, and deliver real results in understanding what the fashion industry requires from fresh young talent. Congratulations to Poppy and Rubie, we can’t wait to see what you achieve in your time with F&F,” said Nicola Hitchens, Graduate Fashion Foundation Managing Director.
“Supporting the next generation of creative talent is essential to the future of our industry, and these entries show just how bright that future is. At F&F, we’re committed to championing fresh perspectives and fashion-forward innovation, and these entries demonstrated well-thought-through, bold and forward-thinking ideas. It was fantastic to bring 19 finalists into our office to learn from each other, support them through portfolio and project reviews, and see their talent and passion first-hand. A huge well done to Rubie and Poppy – their innovative thinking and creative vision stood out, and we’re proud to welcome them into our business and support them as they take their next steps into the industry,” said Ben Lee, F&F Head of Design.
The winning work will be showcased at Graduate Fashion Week 2026 from the 15th to the 18th of June at Truman Brewery, London, marking the event's 35th anniversary.
About Graduate Fashion Foundation and F&F
The Graduate Fashion Foundation is a charitable organisation dedicated to championing the next generation of fashion talent and bridging the gap between education and employment.
F&F is a leading international fashion brand committed to delivering forward-thinking, accessible, and sustainable apparel to its diverse customer base.
About Graduate Fashion Foundation
The Graduate Fashion Foundationis a charitable organisation dedicated to bridging the gap between education and employment.
Now celebrating its 35th year, the foundation bridges the gap between graduation and employment by providing an authoritative platform that connects visionary students with industry leaders.
By consistently advocating for sustainable, ethical, and forward-thinking practices, the organisation shapes the future of fashion while addressing the critical issues facing the modern market.
It organizes Graduate Fashion Week, the world's largest showcase of BA fashion talent, highlighting the work of students from over 40 UK and international universities.
