Fashion Scout is dedicated to providing a platform for new and emerging talent, and continually supporting international designers on a global level. From the Merit Award, our new talent initiative, created to support and develop designer business on a global level, to the Ones to Watch show each season that features four emerging designers set to shake up the industry and explore new concepts.

A brand that shares this vision is ASOS, known for its prominent role in visualising youth culture and working with innovative designers. Through ASOS Fashion Discovery, the online platform has shown its commitment to recognising and supporting new talent. ASOS has a long history of supporting new design talent and emerging brands, but they found there was a clear opportunity to implement a more formal initiative and reach a wider pool of talent. As such, they created the brand incubator initiative, ASOS Fashion Discovery.


Selected from ten finalists, the two overall winners will receive a £50,000 grant, be sold on ASOS and receive one on one mentoring from industry experts. It’s a fantastic opportunity for young designers to launch their brands onto the next level. The two winners are chosen by a variety of experts from across the fashion industry, including the founders of innovative brands, many of the ASOS team and members of media. Judges include Nick Beighton, CEO at ASOS, Gemma Shiel, Founder of Lazy Oaf, Elgar Johnson, Fashion Director at GQ Style and many more.

Last year's winners were Hanger Inc and Elissa Poppy received £50,000 grants, business support and the opportunity to have an edit of their collections sold on asos.com. London based HANGER wowed at every stage with its distinct British-Japanese influences, ‘Made in London’ sustainability and unique latex craftsmanship. Elissa impressed with her ‘lacetex’ – a unique mix of heavy, embroidered lace in racy rubber. The innovative material and delicate designs result in premium-looking underwear with an unexpected edge, and captured the attention of the judges previously.

The People’s Pick winner will have an edit of their collection sold on ASOS for one season. If the judges decide they are also a winner of the main competition, they’ll receive £10,000 cash instead! The brand that receives the highest number of votes from the public will be awarded the People’s Pick, voting opens from Monday 16th 8am BST and closes on Monday 30th April 8am BST. Make your voice heard and vote over on the ASOS website tomorrow!

See who you may be wearing in the future, and become part of the movement to support and encourage new brands, by voting for the brand that inspires you.