The idea is to get more of London's up-and-coming designers onto the red carpet therefore earn themselves a higher profile. There's no denying that celebrity endorsements play a huge part in the success of a label - just look at the effect that Beyonce and Cheryl Cole have had on David Koma.
It's an idea that's so simple that we can't believe that no-one thought of it before, and it will kick off next Saturday with a party. Designers and awards nominees will get together, mingle and make friends, and hopefully some of the newest names in fashion will get the chance to dress the stars on the red carpet. We imagine that Carey Mulligan will be much in demand.