New Designers at 40: celebrating four decades of emerging creative talent

This summer, New Designers returns to London for its 40th anniversary – it’s a milestone that feels as much about celebrating the future as it is about honouring the past. Since 1985, the showcase has acted as a launchpad for some of the UK’s most exciting creative voices, offering an early glimpse into the next generation of designers across fashion, furniture, textiles, illustration, ceramics and more. In a cultural moment increasingly shaped by shifting values, new technologies and changing aesthetics, the class of 2025 is stepping forward with bold ideas and a strong sense of self.

Hosted once again at the Business Design Centre in Islington, the two-week showcase (Week 1: 2–5 July; Week 2: 9–12 July) brings together over 2,500 graduates from across the UK. But more than just an exhibition, New Designers creates a space for connection, visibility and momentum. It’s where studios, recruiters and industry leaders go to spot what’s coming next, but its’s also where emerging designers test their voice, share their perspective and meet their creative peers on a national stage.

The 2025 edition arrives with a renewed sense of urgency and purpose. Design does not happen in a vacuum, and this year’s graduates are asking sharp questions about the world around them. Graphic design student Elisha Owen revisits Hamlet through the lens of regional slang and dialect, breathing new life into Shakespeare’s text and celebrating the richness of language across the UK. Meanwhile, Amber Humphreys offers a body of work that reflects on the words and names that have shaped her own identity, revealing how design can give emotional weight to everyday language.

Other projects take a more introspective turn. Illustrator Shariyah Moore presents an autobiographical comic with the knowingly blunt title A Comic That No One But Me Is Going To Care About. Its pages explore the artist’s relationships with others, with herself and with her creative process, all through a candid and reflective tone. In a different visual language, Aimee Philips dives into the surreal, constructing dreamlike photographic images that invite personal interpretation and emotional response. Her series, The Absurd Mind, plays with symbolism and juxtaposition to blur the lines between photography and imagination.

Mental health and emotional wellbeing are strong themes across this year’s cohort. Nataliya Green’s editorial illustrations encourage young people to keep physically active in support of their mental wellbeing. Her project is designed specifically for teenagers navigating uncertainty, using accessible and positive imagery to offer support. Phoebe Mohan also centres care in her project Mind Resets, a mindfulness card game inspired by cognitive behavioural therapy. Designed with Gen Z players in mind, it uses puzzle-like visuals and a warm, conversational tone to counter negativity bias and open up space for reflection and honest conversations.

Many projects explore how design can tell stories through materials and form. Rose Coulson’s publication Hortus Siccus is both a reading experience and a functioning plant press. Through interviews and sustainable materials, it invites readers into the complex world of Kew Gardens’ Herbarium, while also reflecting on taxonomy, conservation and colonial histories. The format is designed to be reused, encouraging readers to take part in the process of collecting and preserving plant life.

Elsewhere, tactility and handmade process are central to Aster Sakalauskaite’s collage work. Drawing inspiration from Lithuanian folklore and quiet moments in nature, Aster’s characters and scenes are cut and painted by hand, celebrating slowness and craft in a digital-heavy world. That same spirit of creative blending shows up in Nathan Hunter’s multidisciplinary practice, where graphic design, fashion and fine art combine to offer cultural commentary and self-expression in bright, metaphorical forms.

New Designers also includes a programme of talks and workshops throughout both weeks. These conversations explore urgent themes including sustainability, inclusivity and the future of design education. Forty years on from its founding, the showcase continues to be a vital meeting point for industry and a crucial platform for emerging creatives.

Trade visitors can attend for free by registering before 25 June. Whether you are looking to recruit, collaborate or be creatively re-energised, the 40th anniversary of New Designers is an invitation to witness where design is going next.