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Asos Launches Talent Competition for Emerging British Designers

Two lucky brands will win moolah and mentoring.
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. 

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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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