ASOS Fashion Discovery Contest for Emerging British Designers

There have been a great many organizations as of late to have created fashion design competitions in order to support a budding business. Programs and contests to select deserving designers to promote and offer support to can be seen in many places, and now online retailer ASOS is joining the ranks of other everyday retail labels like H&M and Topshop, among others. The announcement was made on Monday, and the competition will be resulting in some pretty weighty prizes.

ASOS Fashion Discovery Contest

When the contest is all said and done, there will be two brands to claim the prizes, which will include a cash prize of £50,000 and one full year of mentoring for the budding label’s business. The winners’ competition collections will also be edited down and sold on ASOS’s website for a total of three seasons.

Titled the ASOS Fashion Discovery, the competition is up for registration, but only for limited liability companies who are registered in the UK. Participating brands must also have fewer than five years of business experience going into the contest. Brands can find the application online and register up until May 22, and selected participants will be notified of their position in September. From there, things move rather quickly, as the winner will be decided upon on October 20.

As far as the specifics of the competition, there is a fine panel of judges waiting for those chosen to participate. Judges weren’t only selected from within ASOS, so participants will be receiving a wider base of criticism, so the experience will be particularly useful to the brands, even if they are not named the winner at the end of the contest.

The panel of judges named for the competition is as follows: Andrew Davis, creative director for Wonderland, Joel McLoughlin, esteemed menswear blogger, and Julia Sarr-Jamois, senior fashion editor for i-D. These judges will be accompanied by a slew of judges from within ASOS, namely the CEO, buying director, creative director of menswear, and head of fashion, among other roles among the retailer’s ranks.

The winners of this competition will be deemed the newest up-and-coming brands to keep an eye on in the industry, and will hopefully use the resources provided to make lasting impressions on the market. But before getting too far ahead of ourselves here, ASOS partnered up with i-D to create a “series of inspirational films” that are geared toward budding designers, in order to show how designers can “make it” in the fashion design industry. The first film in the series focuses on designer Phiney Pet, who has recently made his own way into the market.

Photo courtesy of @asos

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