A Sussex student hopes to make his name in the fashion world by putting Billy Butlin's famous dapper Redcoats in denim.

While most aspiring designers dream of seeing their outfits on the catwalks of Milan and Paris, Richard Toon dreams of seeing his creations modelled around the Bognor holiday camp.

Richard, 24, hopes to follow in the footsteps of fashion gurus Jeff Banks and Zandra Rhodes by designing a new wardrobe for the country's most famous holiday entertainers.

Richard, of College Terrace in Kemp Town, Brighton, plans to dress the Redcoats in red jeans, replacing their traditional slacks.

The University of Brighton student has been shortlisted as a finalist in a competition to design the uniform Redcoats will wear for the next five years.

He said: "I'm thrilled. I used to go to Butlins a lot as a kid so the Redcoats have always been close to my heart."

Richard, who is studying for a degree in fashion design with business, heard about the contest through his tutors.

The British Fashion Council, who organised the competition, specified the designs had to be practical, affordable, fashionable and red.

Richard said: "The first thing I did was look at the role of Redcoats. They work with lots of bands like Blue and Atomic Kitten, which means they need to be trendy so they don't lose the respect of the kids.

"They are almost icons for the children. The designs needed to reflect that."

He has suggested tailored denim trouser suits, with the option of a skirt for women.

The Butlins golden shooting star logo could be stitched on to different parts of the outfits.

He said: "I decided on denim because it is timeless and contemporary.

"They are such an established part of the British holiday and people wrongly assume they are like the Yellowcoats in Hi-De-Hi. "

Richard also works with London fashion house Noki and has had work experience with a host of big names including Marks & Spencer, Savile Row's Hardy Amies and designer Emma Cooke.

A team of judges is being selected to make the final decision.

The students will meet in London in January where they will compete in a catwalk final.

The winning outfit will be introduced across resorts in Bognor, Minehead and Skegness next spring.