Building a Voice for Fashion Alliance North. A New Stage for Northern Talent.
Last month, the North of England witnessed a defining moment for fashion with the launch of Fashion Alliance North and its inaugural showcase, UPNorth, held at Leeds School of Arts. GRACES was proud to support this bold new platform, shaping the communications, storytelling and launch strategy that would introduce Fashion Alliance North to the UK.
We partnered with the founding team, Andrew Ibi from Liverpool John Moores University and Sam Hudson-Miles from Leeds Beckett University, to help craft the identity, voice and press messaging around this cultural milestone. Together, we set out to do more than launch a graduate show. This was about challenging the London-centric narrative, reviving the region’s fashion legacy and opening up space for more inclusive, regional storytelling.
A Platform with Purpose
Fashion Alliance North exists to champion creativity, identity and collaboration in Northern fashion, placing graduates, educators and makers at the heart of a new cultural dialogue. With support from the British Fashion Council, including words of endorsement from CEO Laura Weir and Chief Vogue Critic Sarah Mower, this launch marks the beginning of something much bigger than a single event. It signals a shift.
In place of traditional showcases grouped by university, UPNorth presented collections, films and art direction by theme, mood and aesthetic, in a fresh format that allowed work to speak on its own terms. It was a celebration of attitude, honesty and craft, and a clear message to the wider industry that the future of British fashion must include diverse perspectives, place-based pride and new ways of working.
Our Role
GRACES helped shaped the narrative around the launch, positioning the project clearly and confidently for both media and wider industry audiences. We created the messaging framework for the platform, led press and PR, and supported creative and strategic decisions across brand storytelling. Our approach focused on integrity, inclusivity and legacy — values shared across the founding team and reflected in every part of the show.
This work is deeply aligned with our mission at GRACES to support regenerative, culturally rooted and future-focused fashion systems. Fashion Alliance North is not just an initiative. It is an invitation. A rethinking of what fashion in the UK could look like when pride in place and purpose leads the way.
Building an Industry-Backed Showcase
Sarah Mower, Chief Critic, Vogue Runway & Ambassador for Emerging Talent, British Fashion Council added her voice to the new venture:
“The North has long been a significant force in fashion, from its textile mills to its influential youth cultures. What’s happening now with Fashion Alliance North feels like a thoughtful continuation of that legacy, with a fresh voice and new energy. These graduates are telling stories that deserve to be heard.”
Backed by the British Fashion Council CEO Laura Weir, shared.
“The British Fashion Council (BFC) are delighted to support Andrew and Sam in the launch of Fashion Alliance North. Through our national BFC Colleges Council network and UK wide consumer campaign, we are committed to reflecting and championing the breadth of the UK fashionindustry, recognising particularly centres of excellence in craft, creativity and cultural impact outside London.”
As the British Fashion Council develops its strategy, which will highlight opportunities and leadership in fashion across the UK, we look forward to working with local leaders across government, civic society, and groups like Fashion Alliance North representing UK-wide fashion talent, to ensure that our work can reach more fashion creators, talent, and businesses.”
Matty Bovan, an internationally recognised designer based in York, Yorkshire, supported the event:
“It’s very exciting for me to support Fashion Alliance North, especially through my role as Professor of Fashion at Leeds Beckett University, and through my brand, Matty Bovan, which has been based in York since 2016. It’s important for me to showcase the North as the dynamic, creative, exciting place that I know and love, as it’s a place with a lot of creative talent.”
Caryn Franklin M.B.E., Fashion and Identity Commentator & Agent of Change supported the project.
“Nurturing young creatives to take up their rightful place this industry involves creating opportunities to platform talent. Fashion Alliance North is an excellent initiative. Set in a region rich in historic textile and fashion heritage, this event is both timely and essential. Fashion must continue to evolve in ways that makes it accessible and achievable for designers from all backgrounds. These emerging voices are not just participating in the conversation, they are shaping bold new narratives for the future.”
We are proud to have been part of the beginning. And we are even more excited about what is still to come.
Looking Ahead
Fashion Alliance North has already opened conversations with major industry players including McQueen and Burberry, and plans are underway to grow the platform into a six-university roving showcase hosted annually in different Northern cities. More institutions will be invited into the fold, deepening the creative and cultural exchange.
