ASOS Fashion Discovery

A brand incubator initiative offering two emerging UK fashion brands a £50,000 grant each plus mentoring and the opportunity to sell their collection on

Two winners will be granted £50,000 prize money to help develop their brands, as well as access to mentoring support from ASOS for 12 months. An edit of each winning brand’s collection will be sold on for three seasons.


Before You Start

ASOS Fashion Discovery is an initiative that will nurture two emerging fashion brands through a grant of £50,000 each, as well as extensive business support and an edit of their collections sold on ASOS.

ASOS is looking for fashion brands with originality, commerciality, personality and entrepreneurial flair.


Although there are no specific exclusions cited within the guidelines, those wishing to apply are advised to liaise with the sponsor to discuss eligibility.

What You Need To Know

Key Criteria

The competition is open to UK-registered limited liability companies only that have been trading for less than five years and operate a fashion (not vintage) brand.

Match Funding

Match funding is not a stipulated requirement for this scheme.

Eligible Expenditure

There are no stipulated costs for applicants.

How To Apply


Deadline for the first stage of applications was 22 May 2016. Successful brands will be contacted by 24 June 2016. The longlisted candidates will need to submit an additional information form by 24 July 2016.

Frequency: Unspecified.

Link to guidelines:,47GZ6,K6C2YR,FBM32,1#/

Useful information:

The judging panel will select 12 brands for the shortlist and contact them by 19 August 2016.

Key individuals from the shortlisted brands will be required to attend a panel interview at ASOS HQ on 11-12 October 2016, and the winners will be announced by 20 October.

Applicants should fill out the application form on the funding provider’s website.