Asos Launches Talent Competition for Emerging British Designers

Two lucky brands will win moolah and mentoring.
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Amandla Stenberg in the February issue of "Asos" Magazine. Photo: Asos

Amandla Stenberg in the February issue of "Asos" Magazine. Photo: Asos

Joining the ranks of brands like H&M, Topshop and many more organizations supporting the next generation of fashion designers, Asos announced its very own talent competition on Monday. The e-tailer will grant two winning brands with £50,000 (about $71,000) and a year of business mentoring. An edit of the winning collections will also be sold on the site for three seasons.

The Asos Fashion Discovery competition is open to only UK-registered limited liability companies, with less than five years under their belt. The deadline for the first stage of application is May 22 and can be completed online. A short list of talent will be notified in September and the winner will be named on October 20. 

The panel of judges aren't just from within Asos: Julia Sarr-Jamois, Senior Fashion Editor at i-d; Andrew Davis, Creative Director at Wonderland; and Joel McLoughlin, menswear blogger, will join Asos's CEO, buying director, menswear creative director, head of fashion and more to crown the next young British designers to watch. 

To celebrate the competition announcement, Asos partnered with i-d to produce a series of short films about entering the fashion industry. See the first film, profiling designer Phiney Pet, below. 

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