Decoded Fashion in partnership with the British Fashion Council has
announced the shortlist for the inaugural Fashion Futures Awards 2015,
which takes place later this month.

The awards, created to recognise “disruptors, visionaries, and
innovators” who are pushing the boundaries of what’s possible in fashion
and retail, spans across nine categories including Beyond the Runway, for
the most engaging digital marketing campaign, Bytes and Bricks, for the
best omni-focused in-store experience, and The Master of Mobile, for the
most innovative use of mobile.

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Nominees include: Belstaff, Lyst, Smartzer & Whistles and Topshop for
Real Time Innovator; Anya Hindmarch, Hunter, Smartzer & Whistles, Topshop
and Wool And The Gang for Beyond the Runway; and Grabble, Tapestry at
Liberty, Topshop and Yoox Group have been nominated for Master of Mobile.

Topshop, Burberry and Erdem nominated for inaugural Future Fashion
Awards

In addition, Burberry will be up against Karl Lagerfeld and Levis for
the Bytes & Bricks award, while London Fashion Week designer’s Erdem and
Fydor Golan will be taking on Bally & Demandware, Emma Shipley, and Finery
for New E-store on the Block, and Farfetch, Dressipi and Shop Direct, Shoes
of Prey and Styla and Grazia Shop have all been nominated for the A Killer
Experience award.

Other nominations feature Metail and House of Holland, Avenue Imperial
and Karen Millen, Studio XO and Richard Nicholl, and Wirewax and Asos up
for Digital Coalition, while The Game Changer award is between Memomi,
Olapic, Wirewax and Zooz.

There will also been the Fashion is Great award honouring a designer
who has “inspired the world to think and feel differently about modern
Britain,” which will be announced on the night, as will The Visionary award
presented by the British Fashion Council that will recognise a company or
individual who spearheads innovation.

Winners will be announced at a ceremony on May 21, following Decoded
Fashion’s London summit, which runs May 20 and 21.