Richemont’s Dunhill brand has unveiled a two-year partnership with BAFTA that it said will “accelerate [the] careers of creative talent through BAFTA Elevate”.

That’s the film and TV arts charity’s flagship talent programme that now aims to help the careers of “up to 20 mid-senior level creatives making documentary and specialist factual television and feature films”. It will focus on those currently held back, perhaps by coming from a disadvantaged social background.

The partners said that “this powerful form of storytelling entertains, widens our world view, sparks debate and can have huge social impact. Yet qualitative research conducted by BAFTA reveals a narrowing of opportunity that risks diminishing the range of stories brought to our screens and those who get to deliver them”.

So they’ve now issued a call-out for applications from development producers, producers, directors and producer directors from underrepresented groups within the industry. The deadline is 18 October.

BAFTA will offer networking and industry exposure alongside wider knowledge building and focused professional development over two years.

Interim Dunhill CEO Jame Millichip said it’s “a privilege” for the brand to support the programme: “The House has a proud and longstanding connection to British filmmaking and screen culture, alongside initiatives that champion diversity within the workplace and wider fashion industry. Supporting BAFTA Elevate is a natural next step in evolving our relationship with BAFTA.”

In fact, Dunhill’s association with the screen industries go back over a century as the label has dressed some of the biggest names such as Frank Sinatra. But its links have become even closer in recent years.

The label hosts an annual pre-BAFTA dinner and party celebrating the British film industry, bringing together both emerging and established talent.

And in the last 18 months it has held over 40 consultations, roundtables and masterclasses with BAFTA award-winning directors, producers, commissioners and heads of departments to look at the issues holding many talented people back in the industry.