An Evening Of Fashion & Food At The Store, Oxford

January 2025 marked a spectacular evening at The Store, Oxford, where fashion, food, and creativity blended seamlessly. In collaboration with Oxford Fashion Studio, this brand-new luxury hotel played host to a gathering of like-minded individuals to celebrate independent design talent. The highlight of the evening? The announcement of Ella Douglas as the winner of ‘Fashion Forward,’ the inaugural fashion design competition recognising UK-based emerging designers.

Set within the stunningly repurposed Boswells department store, The Store provided the perfect setting for a night filled with innovation and inspiration. Guests were treated to an exquisite culinary experience while mingling with leading figures from the fashion world. The event welcomed an esteemed panel of judges, including Anusha Couttigane of Vogue Business, Erin Robertson of Project Runway, and Hannah Kane from the London College of Fashion, among other influential industry names.

Ella with her very proud dad

Ella Douglas: A rising star in British fashion

Ella Douglas, an Oxford native and graduate of Central Saint Martins, captivated the judges with her bold, avant-garde designs that challenge conventions and celebrate queer subcultures. Her winning collection, characterised by industrial textures and intricate hand-applied details, is set to be displayed in The Store’s iconic floor-to-ceiling windows on Broad Street from February 3rd, 2025, throughout fashion month.

Blending the grit of transportation aesthetics with high fashion, Douglas’ display will feature repurposed tyre shelving and Oxford Trucking Hats, forming a striking visual narrative against the backdrop of one of the UK’s most historic university cities. Her interactive window, equipped with QR codes, will allow passersby to engage with the collection digitally, further bridging the gap between physical and online fashion experiences.

A new era for The Store, Oxford

The event also underscored The Store’s mission to uphold the legacy of Boswells as a space for discovery, creativity, and entrepreneurship. Simon Drake, General Manager of The Store, reflected on this vision: “Boswells was a place of innovation for centuries, and we aim to continue that tradition. Supporting independent talent like Ella Douglas is a step in that direction.”

Oxford Fashion Studio’s Director, Carl Anglim, echoed this sentiment, emphasizing the studio’s commitment to nurturing the next generation of designers. With partnerships like this, Oxford is solidifying its place on the global fashion map.

A night to remember

Guests were treated to a three-course meal at the hotel’s restaurant, Treadwells. There was a great mix of fashion industry greats, publishers, and those from the social media world. The food was, as you would imagine, both beautiful on the plate as it was on the palate. The night flew by so quickly and as guests departed, conversations buzzed with excitement about the future of British fashion and the role Oxford can play in shaping it. The Store, Oxford, has made a bold statement with this event, proving that it is more than just a luxury hotel – it is a hub for artistic expression and innovation.

Jennifer Hobbs-Roberts and Ella Douglas

With Ella Douglas’ collection now set to be showcased at Wolf & Badger and Oxford Fashion Studio’s digital platform, this event was just the beginning of what promises to be an exciting journey for independent fashion talent in the UK.

Jennifer Hobbs-Roberts, representing Oxford Life magazine, said: “This was a intimate event in a great venue. It was so lovely to meet Ella, and all the guests were extremely passionate about both fashion and Oxford. The Store is really beautiful, and its staff are a credit to the hotel. Thank you so much for inviting us.”

GALLERY