Meet the Judges Behind Scale Up

The Scale Up incubator programme, a collaboration between Fashion Minority Report and ASOS, is back for a second round—inviting a new wave of global majority-owned fashion brands to apply for an opportunity that could transform their business. With mentorship, masterclasses, funding, and the chance to develop a collection sold on ASOS.com, this programme offers more than support—it’s a tangible opportunity to grow and be seen by some of the most influential names in fashion..

At the centre of the programme is a panel of expert judges, handpicked to help identify the brands with the vision, originality, and potential to make real impact. These judges bring together decades of experience from across the fashion industry, from creative direction and buying to brand strategy, storytelling, and styling. But more importantly, they share a commitment to supporting underrepresented founders and changing what the future of fashion looks like.

Rather than just evaluating the aesthetics of a collection, the panel is looking for founders who can clearly communicate their brand’s identity, mission, and audience. They want to see designers who understand their product, their positioning, and how they would use this opportunity to scale. “Take the time to articulate your brand’s USP,” says Daniel Peters, Founder of Fashion Minority Report. “Help us understand what really makes your brand a leader—and why it will resonate with the ASOS consumer.”

What stands out to the judges isn’t just product quality—it’s confidence, energy, and originality. Vanessa Spence, EVP of Creative at ASOS, puts it simply: “It’s not just about great product; it’s about a can-do attitude and a willingness to learn.” Alongside her, experts like Katie Rawle of the British Fashion Council, Shazmeen Malik of ASOS, stylist Zack Tate, and GUAP Co-Founder Ibrahim Kamara are looking for bold ideas, clear direction, and storytelling that can cut through the noise.

From campaign imagery to garment construction, every detail matters. The panel wants to see if you can evoke emotion, connect with your audience, and scale your brand responsibly. It’s about potential—but also readiness. They’re not just choosing who’s talented, but who’s prepared to take their brand to the next level.

Applications for Scale Up 2 are still open, with interviews in April and the programme beginning in May. If you’re building something with purpose, originality, and ambition—this could be the opportunity that changes everything.

APPLY HERE.