The Opportunity

Through the programme we aim to support the development and upskilling of brand founders, in-turn creating a more inclusive fashion industry for ethnic minority talent through the following pillars;

Mentoring

Receive mentorship from an industry professional within the FMR network, who will guide you over a 6 month period to develop your business roadmap.

Masterclass

Attend a series of curated workshops that will help you to strengthen your business operationally, and provide you with new ways of thinking about your marketing, production processes and how you work with suppliers.

Funding

As one of our finalists, you will have the opportunity to pitch for grant funding to support business growth and a strategy for market success.

Showcasing

Present your collection as part of our January 2026 demo day, and your brand may be selected as the winner who will develop a collection to be sold on ASOS.com

Meet Cohort One

Kwaku Joseph

Created in 2022 by South East London born and raised designer Pokuaa Ansere, Kwaku Joseph is a menswear brand that celebrates the Black British experience in all its beautiful and complex forms, which are merged with the designer’s Ghanaian roots.

Eljae

Jewelry brand eljae was founded in 2019 by Jackie Abrafi with the mission to create pieces that blend style with meaning, empowering wearers to showcase their unique style and elevate any outfit. With a commitment to quality and accessibility, eljae has quickly become a favourite among jewellery lovers and everyday wearers.

Senja by Maddie

Founded in 2021 by Maddie Sellers, Senja by Maddie pays homage to the designer’s Indonesian heritage through the exploration of different dye techniques which are fused with brightly coloured prints. The brand also blends pre-loved clothing into the range, which are updated to feature signature trims that the brand has come to be known for.

Isabelle Pennington Edmead

Namesake label Isabelle Pennington Edmead specialises in crafting conscious womenswear, which feature beautiful hand drawn prints that are painted by the designer in her North-West studio using traditional Caribbean techniques such as batik.

Revival London

Established in 2020, Revival London is a zero-waste slow fashion brand that transforms discarded textile waste, that would otherwise be destined for landfills, into contemporary pieces inspired by a blend of the 90s R&B music era and founder, Rosette’s, West African heritage.

Taideux

Taideux is a womenswear brand that aims to redefine fashion for women with a fuller bust – cup sizes F to K – by empowering and celebrating the customer by creating stylish, supportive clothing that combines fit, comfort, and confidence.

Judging Process

We will be assessing the your application against the following criteria:We will be assessing the your application against the following criteria:

• How each candidate clearly articulates their brand identity, mission and vision
• The contribution that each brand can make to the British fashion industry
• The impact each brand has been able to make since launching, both within British and international press, and any sales traction to date
• Whether the brand’s product offer will resonate with the ASOS consumer
• Whether the brand meets ASOS’ minimum ethical trade requirements
• If the brand has a clear future business vision and how they expect the programme to help them to scale up
• The design standard and quality of the garments supplied by each candidate

Judging Panel

Meet our panel of fashion industry experts who will be reviewing your applications for final selection.

Daniel Peters

Founder & Managing Director, Fashion Minority Report CIC

What is one piece of advice you would give to applicants?

Take the time to articulate your brand’s USP. Help us as judges understand what really makes your brand a leader in the market, and most importantly why it will resonate with the ASOS consumer. Information like this will not only help your application to stand out, but it helps us to better understand your vision, mission and brand purpose.

Vanessa Spence

Executive Vice President & Creative, ASOS

What do you look for in an emerging brand?

I’m looking for something that truly resonates with ASOS’s fashion-loving 20-something audience—accessible in price, aligned with their lifestyle, and commercially scalable, both on the ASOS platform and beyond.It’s not just about great product; it’s about energy, a can-do attitude, and a willingness to learn. I want to see brands with vision and business awareness—ones we can help shape into a strong brand in the market.

Katie Rawle

Head of Designer Initiatives and Membership, BFC

What elements do you look for in a strong application?

Know who you are and what you want! How you communicate your brand is evident in what you produce, and how you speak to your customer, audience or community, and your application should align with this. Be clear and concise about your brand, business, product and what makes you stand out, and then demonstrate to us what you would do if you were to receive the support – what would the impact be on your business? How would you engage with the support? How would you utilise and make the most of the opportunity?

Shazmeen Malik

Director of Partner Brands, ASOS

How important is originality and innovation in evaluating an applicant’s work?

Originality and innovation are key in evaluating applicants, especially in today’s saturated fashion market, where trends and customer needs evolve rapidly. We’re looking for designers who bring exciting and unique perspectives that can cut through the noise and show potential for long-term growth. Bold, fresh ideas that challenge traditional norms are essential, as we aim to support brands that can scale and stay relevant in a fast-changing industry. These qualities allow us to nurture talent that can redefine fashion and scale with impact.

Ibrahim Kamara

Co-Founder, GUAP

How important is originality and innovation in evaluating an applicant’s work?

Usually through their campaigns or imagery. Can I see or feel the story from the brand in one image? Can I see who you are speaking to, who the product represents through the way it is styled and showcased?

Zack Tate

Stylist

What makes a brand stand out to you?

I like when a designer has a very clear direction and vision of who they are, which is reflected in their brand, and makes me curious to know more and ask questions. Beyond this, a brand stands out to me when it evokes an emotion of intrigue, love, curiosity in their designs, aesthetic and DNA as well as their social content, campaigns and shows. 

Key Dates

The important bit! Remember these key dates of the programme, including the closing date for submission of your application:

3rd March Applications Open
30th March Applications Closed
17th April Shortlisted candidates offered interview
24th April Shortlisted candidates Interview Panel
29th April Candidates notified of our final decision
15th May Programme begins

How to Apply

To apply, please complete the application form on this page with all of the requested information. We suggest that you create a draft version of your answers in google docs, or a similar programme, before you hit submit.

As part of your application you’ll also be required to submit one pdf lookbook that showcases your brand and design aesthetic, and if applicable, one pdf document of any press that you have generated over the past 12-18 months.

Please do not send any physical garments, portfolios or other materials by post as part of this initial judging process. Your online application will be reviewed by our panel of judges, and we will be in contact to notify you of our decision.

Please ensure that you answer questions truthfully and to the best of your knowledge. 

Please download the application questions here to hep you prepare your answers.