Image: Previous ScaleUP winners Dolapo Ososanya, founder of Taideux; and designer Isabelle Pennington Edmead

LONDON, 4 March 2025: Applications are now open for round two of ScaleUP, the incubator programme for global majority-owned brands operated by the (Fashion) Minority Report, in partnership with ASOS. ScaleUP is designed to help bridge the gap between the fashion industry and global majority-owned brands, who continue to face barriers in accessing the fashion market and scaling up their business operations.

Developed collaboratively, the programme provides successful candidates with a wide range of support, including insight and guidance from leading industry experts, mentorship, wholesale opportunities, the opportunity to pitch for funding to support business growth, and support developing a long-term strategy for market success.

Taking learnings from the inaugural programme, this year every brand selected as a finalist will be supported in scaling up their business through masterclasses in marketing, finance and wholesale. The overall winning brand will receive an investment of £20,000 and their collection sold on ASOS.com, with a second place winner receiving £10,000 to scale up their brand. 

The second incubator programme will build on the success of the inaugural programme which launched in April 2023. This resulted in 100 applications, 11 applicants being shortlisted and a cohort of 6 brands receiving expert guidance and mentoring. The two final winners of the first programme were womenswear brands Isabelle Pennington Edmead and Taideux. Taideux has already launched on ASOS.com, while Isabelle Pennington Edmead is set to launch in the spring.

Applications for ScaleUP will be open until 3^rd April 2025. Applicants will be reviewed and shortlisted by a panel of judges including  Daniel Peters, Founder of the (Fashion) Minority Report; Vanessa Spence, EVP, Creative at ASOS  ASOS; Shazmeen Malik, Partner Brand Director, ASOS; Katie Rawle, Head of Designer Initiatives and Education, British Fashion Council; with more judges to be announced soon.

Daniel Peters, founder of the (Fashion) Minority Report said: “The success of our inaugural programme was truly inspiring and demonstrated the immense talent within global majority-owned fashion brands. We’re so excited to launch our second programme in partnership with ASOS, and to continue providing opportunities to these brands to overcome barriers and thrive in the competitive fashion market.”

Vanessa Spence, Executive Vice President, Brand & Creative at ASOS, comments: “ASOS is committed to creating fairer economic opportunities for global majority creatives and our partnership with the (Fashion) Minority Report on scaleUP is a testament to this. By supporting these talented brands, we aim to ensure an inclusive product offering that resonates with our diverse customer base and reflects the rich tapestry of creativity from around the world."

To apply, head to fashionminorityreport.com/hub/scaleup-incubator

-ENDS-

Notes to editors

The launch of the second incubator programme follows ASOS's pledge to expand the initiative announced as part of its Fashion with Integrity (FWI) strategy update.

About ASOS

Founded in 2000, ASOS has 20m active customers in over 200 markets. We bring fashion lovers around the world the best and most relevant fashion through our unique own brands including ASOS DESIGN, ASOS EDITION, COLLUSION, Topshop, and Topman, styled with the most exciting products from local and global partner brands. With our expert in-house design team and agile and flexible commercial model, including ASOS Fulfilment Services, Partner Fulfils, and Test & React, we make the latest trends accessible to all and give customers the confidence to be whoever they want to be. 

About The (Fashion) Minority Report

Founded in 2020 by menswear designer and by brand and marketing specialist Daniel Peters, The (Fashion) Minority Report is a pioneering initiative dedicated to increasing diversity and representation within the fashion industry and the wider creative sector. Recognising the persistent lack of inclusivity across hiring practices, particularly for ethnic minority / global majority and female professionals, the organisation advocates for systemic change by holding businesses accountable, championing existing talent, and fostering the next generation of industry leaders.

Through a range of initiatives—including mentorship programs, industry partnerships, and educational workshops—The (Fashion) Minority Report provides underrepresented creatives with the tools, opportunities, and support needed to thrive. By collaborating with brands and organisations, the initiative works to drive meaningful, long-term reform and build a more equitable future for fashion and the creative industries.