ASOS Supports relaunched to champion up and coming fashion brands

ASOS has relaunched its cultural engagement platform ASOS Supports, committing to back "the people, communities, and brands shaping the future of fashion".

Initially created to spotlight creative talent back in 2016, the platform has evolved into a broader initiative grounded in mentorship, funding, collaboration and access to industry infrastructure.

"ASOS Supports is about turning up for the people and communities shaping what’s next," said Vanessa Spence, Executive Vice President of Brand and Creative at ASOS. "We’ve always believed fashion should be a platform for identity, creativity, and change. This is how we’re supporting the next generation: by opening doors and investing in the culture they’re creating."

As part of the relaunch, ScaleUP, an incubator programme developed in partnership with the (Fashion) Minority Report to support global majority-owned brands, is returning. This year’s selected cohort includes Murtz Khattak’s Sondor, Kuku Nukajam’s Reign Studio and Grace Ambrose’s By Grace Ogunobo. Chosen for their distinctive creative vision and commercial promise, each brand will receive nine months of mentorship, business support and potential funding. The grand prize? The winner will retail their collection on ASOS.com.

ASOS is also expanding its reach into education and emerging talent through a new partnership with Graduate Fashion Week. As part of the collaboration, the retailer will co-create exclusive collections with selected graduates and showcase their work on a global stage via ASOS.com.

Finally, the retailer is continuing its collaboration with The Sourced Collection, the brand founded by UK entrepreneur Lois Smith. Their new capsule, co-designed with the ASOS team, features 14 pieces including tailored, denim and sequin co-ords, available exclusively on the platform. Alongside the collection, ASOS is providing mentorship and marketing support to help scale the brand’s reach and impact.

This comes after ASOS reported a slump in revenues as it continues to clear a build-up of stock and deliver full-price sales, but its CEO says the focus on the bottom line is working.

The group reported revenues of £1.3 billion for the six months to 2 March, down 14% on the same period last year. It also stated that revenues were expected to come in at the lower end of its guidance range for the full year.