Just in case you thought there weren't enough reasons to love Kurt Geiger already, the news that the footwear chain is to invest some of its profits into London College of Fashion - birthplace of brands like Jimmy Choo and Charlotte Olympia - should make you love them even more. The brand has cemented its commitment to the London fashion industry by pledging £300,000 to LCF, to be donated over the next three years.

Kurt Geiger Sam Rollinson

The brand, whose forthcoming A/W 2013 campaign will star British model Sam Rollinson, has made the pledge to support scholarships and mentoring programmes at the famous London institution, which celebrates its 125th anniversary this year. It is also on the lookout for the next big thing in footwear design.

Kurt Geiger CEO Neil Clifford said: "It was time we gave a bit of money back. It's about finding and nurturing the next generation and their education". Speaking to Womens Wear Daily, he continued: "The funding and support Kurt Geiger will bring to Cordwainers will be invaluable" said Frances Corner, head of London College of Fashion, which is part of University of the Arts London.

We think this is a very generous and canny offer from KG, which has fast become one of our favourite go-to brands. It shows a real commitment to home-grown talent, at a time when many students and institutuions are struggling to fund their courses.