Access to digital marketing is often difficult for emerging talent in the fashion industry, with lack of expertise and finances often proving a barrier to advertising goods online.
A new collaboration between online retail giant eBay and the British Fashion Council (BFC) is set to change all of that, by providing new talent with a platform to showcase their pieces.
In support of the Fashion Forward campaign, the multi-season promotional campaign will involve the online auction house in a number of important ways.
The Fashion Forward scheme was established five years ago by the London Development Agency and the Greater London Authority to help emerging British designers to showcase their work and expand their business.
eBay will run a series of activities throughout London Fashion Week SS13, including support for the Born to Shop fashion auction, to kick off the campaign.
Melanie Smallwood, eBay head of fashion brands, will sit on the panel that decides the next round of designers that will be supported by the scheme.
"Partnering with the BFC provides an opportunity to show our support to emerging British fashion talent, helping them to develop the long-term success of their business," she explained.
Seven designers receive support each year, across both menswear and womenswear ranges.
The BFC chief executive, Caroline Rush, believes the tie-up will bring huge opportunities to designers supported by the scheme.
"In its sixth year, it has grown to encompass both womenswear and menswear designers and now supports seven designers each year, making this the perfect time to announce eBay as its new sponsor," she explained.
Ms Rush also underlined the strength of the eBay as a sponsoring partner, noting that the website's "overwhelming" sales statistics as a potential boon for designers.
The winner of Fashion Forward's award receives a cash prize to help with the promotion and showcasing of their collection. Previous winners of the award include Giles Deacon, Christopher Kane and Jonathan Saunders.