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Asos links up with rising stars to create exclusive collections

Etailer Asos has kicked off plans to collaborate with emerging designers as part of an initiative called Asos Inc.

The project allows designers, both new and established, to develop exclusive products bearing their name with support from Asos to sell on its website.

Asos will manage the sampling and production for the first two seasons of a collection in return for two seasons’ exclusivity. However, the collaborative initiative allows designers to work with Asos with varying degrees of dependency.

After the first two seasons with Asos, designers can wholesale their product internationally with the option of taking control of product development and production.

The first collaboration will be with Central Saint Martins graduate designer Thomas Tait, who has produced a collection of women’s bags to go on sale in February. The range featured in Tait’s catwalk show of his mainline collection off schedule at London Fashion Week.

Asos said Asos Inc - the ‘Inc’ is short for ‘incubator’ - would nurture talent and ensure designers got reliable and dependable product and business mentorship.

Asos womenswear buying director Caren Downie said: “A project like this feels long overdue. It has the flexibility to support designers at whatever level of development their business has reached and provides exciting opportunities to expand product ranges beyond their normal boundaries.”

It is understood other designer collaborations in the pipeline include an accessories collection by London Fashion Week womenswear designer Louise Gray.

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