by Rhiannon D’Averc
ASOS have announced the winners of their Fashion Discovery competition, in which brands competed for the chance to be stocked by the online retailer.
Votes from members of the public added up to give Desree Akorahson the People’s Pick award, while Lyph and Wesley Harriott were selected by a panel of judges.
With opinions from Lazy Oaf’s founder Gemma Shief and style influencer Susanna Lau, the CEO and head of womenswear buying at ASOS – Nick Beighton and Jo Hunt – were in good company.
Between them, they settled on two brands to receive the grand prize of one-to-one mentoring, at least two seasons of sales on ASOS, and a £50,000 investment. Desree Akorahson will also be stocked on ASOS for at least one season.
Lyph’s designs are characterised by unisex cuts, offering a genderless feel which rejects convention. They incorporate elements from both menswear and womenswear, bringing functionality into the mix to create clothes that can be worn by anyone.
Meanwhile, East London’s Wesley Harriot are all about multifunctional fashion. They produce and source their neutral colours and unique silhouettes in the city, incorporating design details like cargo pockets to ensure that their clothes are useful as well as wearable.
It was the bold and vibrant 60’s style of Desree Akorahson that caught the eye of the public. Floral embellishments, oversized details, and exaggerated shapes are combined with striking patterns and bright colours to make an impact.