Fashion

The buzzy new womenswear label on ASOS

The womenswear designer bagged 50k after winning their emerging talent competition

ASOS first introduced their fashion discovery competition last September and since then there's been an influx of non-stop talented designers.

Out of 600 applicants, and a shortlist of 12, emerged two incredible newcomers: designer Elissa Grainger of latex lingerie label Elissa Poppy from Hertfordshire and London-based Claire Yurika Davis' contemporary label HANGER. Both won a Rs 42.5 lakh grant as well as money-can't-buy-mentoring from the business minds at ASOS.

The best bit? They were also given the chance to sell an edit of their collection on the site.

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Which means Hanger is now ready and waiting for you to purchase up to your eyeballs. The edit includes t-shirts, mules and one particularly amazing yellow latex jacket. Shop the collection here.

Influenced by the label's British/Japanese heritage, HANGER mixes references such as Japanese Bosozoku biker girl gangs with a 'made in London' sustainability, and has already been seen on fashion icon Erin O'Connor.

'Winning Fashion Discovery has given me the financial support to grow production and marketing, as well as help me get a new studio which is a much-needed space to work,' said David. 'Also, it has exposed my brand to new channels that I didn't have access to before.'

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Co-winner Elissa Grainger, who set up Elissa Poppy, already has people snapping up her luxury latex lingerie. Elements of British punk culture, 60s pop art and embellished detailing can be spotted throughout her collection. 'The girl we design for feels empowered by the lingerie she wears. Her attitude is: "You can see my bra? Good, it was expensive,"' she says.

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Elissa Poppy will also be available on ASOS in September, though details of exactly when will be released soon. In the meantime, applications for next year's competition wide have just opened. The search to find fashion's next up-and-coming talent is back on - what are you waiting for?

From: ELLE UK