New Walpole Brands of Tomorrow list includes E.L.V. Denim, Original Fibres, Genevieve Sweeney

Walpole, the industry body for the British luxury sector, has announced the 2025 selection for its Brands of Tomorrow, “a unique mentoring programme” that takes 12 early-stage brands through a year-long programme of workshops and guidance to “help develop their business skills and set them on a path to growth”.

Now in its 18th year, the body’s flagship development programme aims to pass on skills, experience and practical knowledge “to ensure the continued dynamism and prosperity of the sector”.

So which brands gained are on the 2025 list? This year there are a lot of names relevant to the fashion and beauty sectors.

They include E.L.V. Denim, the brand focused on “handcrafting timeless fashion pieces from 100% upcycled materials”. It “breathes a second life into garments that could otherwise be destined for landfill” in order to “transform loss into luxury, protect the environment for future generations and prove that an upcycling business model can be a success”. It was founded by fashion stylist Anna Foster in 2018.

Knitwear gets a place on the list via Genevieve Sweeney who we’re told is “rewriting the story of British knitwear, threading together the importance of tradition and vibrant innovation. Since its launch in 2015, the brand has embraced a commitment to craftsmanship and sustainability, creating investment pieces designed in Hertfordshire and made across the UK with small family-run mills”.

Then there’s Curate Your Style, an international personal styling company based in London’s Mayfair. It’s dedicated to “transforming the shopping and dressing experience”, and offers “wardrobe solutions tailored to each client’s unique colouring, body shape, and lifestyle”. 

Meanwhile Original Fibres, launched in 2018 by Callum McCall and George Rutherford-Jones, is a “fabric-first menswear brand born to meet the growing demand for higher-quality, lower-impact clothing”. Founded as an all-seasons linen label, it now also uses wool and via different weights and weaves of luxury-grade natural fabrics it wants “to change perceptions around how and where they can be worn”.

Smock London is an artisan fashion brand on a mission to modernise the art of smocking for the 21st century. Founded by Laura Burch and Kajsa McLaren, the brand reinvents smocking as “handmade works of art that leap off the dress in a Technicolor twirl of hand-stitched joy”.

As for jewellery, MJ Jones is includes as “a British luxury brand on a mission to become a future leader in fine jewellery design, innovation, and craftsmanship” And Cece Jewellery is a modern British brand “reshaping the art of enamel through exceptional craftsmanship and captivating storytelling”. It was founded by designer Cece Fein-Hughes.

And in skincare, beauty industry veteran Teresa Tarmey “is one of the world’s most sought-after skincare and laser experts”, dubbed the ‘Super Facialist’ by Vogue.

Walpole said its programme “creates mutually beneficial relationships between established and up-and-coming luxury businesses and individuals, which not only ensures a pipeline of new British brands but keeps driving the innovation and entrepreneurship at the heart of a sector that is growing 11% annually. 

“Each new cohort of Brands of Tomorrow serves as a reflection of evolving consumer trends in the high-end market, highlighting emerging expectations and behaviours”. 

This year, alongside a continued commitment to sustainability, “many in the group are championing heritage craftsmanship. By preserving traditional skills and passing them down to the next generation of artisans and suppliers, these brands are not only honouring their craft but also ensuring its future in the luxury industry”. 

This year’s mentors include, Annalise Fard, senior director Beauty, Fine Jewellery, Watches and Home, Harrods; Sue Fox, former president of Estée Lauder UK & Ireland; Justin Stead, entrepreneur and investor; and Michael Ward, MD, Harrods, among others.