The New Gen sponsorship programme by Topshop gets more and more expansive each year, with a total of 18 designers in this year's crop. The new addition to New Gen, Craig Lawrence, whose ribbon dress was recently featured on the alternative cover of AnOther Magazine and eccentric accessories designer Fred Butler, who creates intricate one-off pieces out of unusual materials were both asked to create films that were screened in the New Gen area yesterday. Lawrence's film is directed by regular Dazed Digital film contributor, Pierre Debusschere and was styled by Dazed fashion editor Katie Shillingford. Given that it was filmed with the help of a trampoline on a Dalston rooftop, Lawrence remarked that he was he was constantly scared the model might suddenly bounce too high and go over the edge.

You need to have the Macromedia Flash plugin installed to be able to play this video.


Fred Butler's catsuited choreographed girls were directed by Elisha Smith Leverock and styled by Kim Howells. Smoke machines aplenty used to great effect with the colours that best represents Fred Butler's work.

You need to have the Macromedia Flash plugin installed to be able to play this video.