Following in the footsteps of Eudon Choi, David Koma, Hermione De Paula, Georgia Hardinge and more recently Phoebe English and Xiao Li, Kelly will now be sponsored by Fashion Scout for three seasons with a prize worth 20,000 pounds, with his first catwalk show taking place during London Fashion Week in February.
Commenting on the winner Hilary Alexander said: "I was totally blown away by James Kelly's collection at the Royal College of Art gala earlier this year. Marvellous marriage of function, fashion and form; beautiful colours of midnight navy, deep forest green, pewter, with hand-dyed ostrich feathers. The models looked like birds of paradise flying through a storm."
James Kelly named Fashion Scout Merit Award winner
On his win, Kelly added: "I am completely blown away with the fact that I was chosen for the Merit Award. I'm so excited to be working on my new collection to be shown at Fashion Scout this February and am so thankful for the opportunity!"
Fashion Scout will take place during London Fashion Week from February 20-24 at the Freemasons Hall in Covent Garden. Alongside presenting the Merit Award Catwalk show and exhibition, the platform will host more than 30 catwalk shows and presentations.