What conceptual ideas about the international position and role of the United Kingdom, its relations with Europe and the United States, the changing international environment, its key norms and rules, distribution of power and defining issues of contemporary international agenda helped shape the British foreign policy in the turbulent era of Tony Blair and Gordon Brown? Building upon discourse analysis of almost 50 prime ministerial speeches and other documents, the author analyses and interprets the changing web of ideas, in which the British foreign policy under New Labour was embedded.