Online fashion behemoth Asos has rebooted its Asos Supports programme, redesigning it to promote a new era of fashion design and cultural talent.
Under its expanded scope, the programme will support early-stage brands with funding, strategic partnerships, and mentorship from industry experts. It will also seek to grow partnerships with underrepresented groups and cultural influencers, and develop careers for fashion students and recent graduates.
Headlining the relaunch is a fresh partnership with the Fashion Minority Report through its ScaleUP programme, which aims to bridge the gaps in the industry for global majority-owned brands. Emerging brands By Grace Ambrose, Reign Studio, and Sondro are part of this inaugural cohort and will benefit from a nine-month incubation programme with access to funding, mentorship, and a possible retail deal on the Asos platform.
Meanwhile, Asos is partnering with Graduate Fashion Week to find up-and-coming student talent and collaborate on special capsule collections for its website. Under the partnership deal, Asos will fund the event’s Styling and Creative Direction Award, renamed in memory of its late former creative director, Sarah McGreevy.
The retailer is also restating its investment in The Sourced Collection, launching a new 14-piece capsule line co-created with the brand. In addition to design, Asos will offer the brand marketing support, sector mentorship, and talent development to drive the scaling of the partnership.
Through this relaunch, Asos is giving a sign of more substantial investment in the future of fashion—one that is inclusive, community-driven, and creatively inspired.
